Студент Технологического института Джорджии разработал модель для оптимизации маркетинга местной газовой компании

NEWNAN, Ga. – August 19, 2026 – True Natural Gas (TNG), the retail natural gas subsidiary of Coweta-Fayette EMC, has partnered with the Georgia Institute of Technology’s Master of Science in Analytics program on an applied research project that brings advanced marketing science to the local cooperative family. Working through Georgia Tech’s Applied Analytics Practicum, graduate student and Peachtree City business owner Joe Domaleski built a Bayesian marketing mix model for TNG using Google’s open-source Meridian framework, along with an interactive dashboard that lets the TNG team explore how different marketing budget scenarios affect customer growth. “Projects like this are exactly what the practicum is designed to do: put our students’ analytics skills to work on real problems for real organizations, where the results matter,” said Dr. Joel Sokol, director of Georgia Tech’s Master of Science in Analytics program. “Our students produce results that organizations can actually use, and everyone wins.” “Engaging with the Georgia Tech community was a natural fit for us, and as an alumnus it was especially rewarding,” said Chris Stephens, CEO of Coweta-Fayette EMC and True Natural Gas and a 1991 Georgia Tech graduate. “This was a mutually beneficial partnership: Joe gained a substantial real-world project, and our organization and our customers gained insight into how our marketing works hardest for them.” “The model gives us a practical way to see what each marketing channel contributes and to plan our budget with evidence instead of guesswork,” said Chellie Phillips, Vice President at Coweta Fayette EMC. “Joe was a pleasure to work with from start to finish.” “Google’s machine learning technologies like Meridian are remarkably powerful, and this project shows what they can do for organizations of any size,” said Ted Tagalakis of ArchetypeID, the project’s employer sponsor. “At ArchetypeID, we believe better decisions begin with better insight into how people behave. Supporting projects like this is rewarding because it gives talented students like Joe the opportunity to apply advanced analytics to real business challenges and create tools organizations can actually use.” “Getting to put marketing mix modeling to work for True Natural Gas, a company serving my own community, made this the highlight of my graduate program,” said Domaleski, owner of Country Fried Creative and recent graduate of the Georgia Tech Master of Science in Analytics program. “It is one thing to study the math; it is another to hand a local team a tool they can use.” The completed system includes a reproducible analytics pipeline and a secure, web-based planning dashboard, with a roadmap for ongoing use as TNG’s marketing program evolves. True Natural Gas serves customer accounts across Georgia. Media contact: Joe Domaleski, [email protected], (678) 464-9016 ###