Peter Gaffney is the head of analytics @thelab.
Prior to that, he was the Associate Director of Analytics at Wunderman / Y&R / WPP where he worked on Coca-Cola, Pernod Ricard, United, GSK, and USTA.
Previously, he was at the Barbarian Group where he was the Analytics Manager and lead across creative and technology agency initiatives. He was responsible for supporting Samsung’s global analytics and online marketing initiatives for samsung.com, m.samsung.com, microsites and marketing campaigns for the North America & Latin America regions. He contributed on Bacardi for Vivimos and Untameable campaign activations and Beam Global across Sauza, Hornitos, and the Oldes Whiskies. Other clients included Pepsi, GE, Aveda, Clinique to name a few.
Prior to thebarbariangroup, Peter Gaffney was a Senior Analyst at CREATETHE GROUP, named one of the ‘Top 10 Most Innovative Companies in Fashion’ by Fast Company. “CREATETHE GROUP partners with forward-thinking brands to deliver innovative and emotional campaigns, communications platforms and commerce solutions that maintain the highest levels of brand integrity in digital, mobile, social media and emerging technologies. CREATETHE GROUP has over 250 employees in New York and London supporting over 30 leading brands worldwide.
Peter is a member of the Digital Analytics Association and has a MS in Management of Technology from NYU Poly. In the past, he has worked with NBC Universal for the 2008 Olympics, CBS Radio in their digital properties department and as a IT Consultant at the University at Albany, where he earned a BA in Communications and a minor in Business. In his spare time, Peter enjoys spending time with family and friends, traveling, and playing basketball, baseball, and soccer.