Jeff Parkhurst – Principal and Founder
Jeff has an established expertise and experience in the creation, management and valuation of brands. He is an accomplished marketing analyst with extensive experience uncovering fact based insights to create business strategies, drive brand growth, and deliver breakthrough communications. He has worked with more than 40 companies/institutions across 20 industries and 10 countries including BMW, MasterCard, Kellogg Company, Kraft, P&G, Habitat for Humanity, Chevron, Verizon, Sprint, Duke Energy, major universities, and others. He has led the brand valuation practice in the U.S. for Interbrand and led analytic teams for multiple media agencies including Mindshare. Prior to that he worked with The Procter & Gamble Company, Kraft Foods, and AT Kearney. He has been broadly published with cover stories in Forbes and BusinessWeek, articles in national periodicals/journals, various book chapters and a Harvard Business Case Study. He has an MBA with Honors from the University of Chicago in Finance, an MBA from Xavier University in Marketing, and a Bachelor of Computer Science from the University of Minnesota.
Rafael Hernandez – Advisor and Data Science Manager
Rafael has a PhD With Honors in Applied Economics. His book on “The Consumption Expenditure Function” contains a full econometric approach to economic models’ testing. He has been a University Teacher for more than a decade, teaching Economic History, Monetary and Financial Macroeconomics, and Urban Economy in three different European Universities. Besides his loving and deep knowledge of Economics, he also has a broad experience as Software Developer, Data Manager, Project Team Member and Manager, Service Administrator and Manager and BI and Analytics Manager both for medium and very big multinational companies. Siemens, Ignite Technologies, Telefonica (O2), Bombardier, Knight Frank, Santander Bank, are some of the many companies Rafael has worked for. He is an experienced and leveraged specialist in Data Quality, Analysis and Modelling. His expertise includes leading the development of very complex applications, using Machine Learning and Artificial Intelligence Python tools, to solve actual economic needs like MMO Attribution and Multi Touch Attribution models used to process online Big Data sources.