Fagen (pictured) has extensive experience in data and analytics, and also politics and public affairs having most recently been a partner at DDC Public Affairs.  She became a partner at DDC in 2011 after the company acquired BlueFront Strategies, an issue advocacy firm she founded.  In 2014, she helped lead the sale of DDC to Omnicom.

She also founded Resonate Insights in 2008, a consumer intelligence platform that brings together real-time survey data and insights on over 230 million consumers and online behavioural data.

Fagen takes over from Brent McGoldrick as CEO at Deep Root Analytics.  He has joined FTI Consulting but continues as an advisor at the firm and also a board member. Before becoming an entrepreneur, Fagen worked in campaign politics and government and served as White House political director for President George W. Bush.

Alex Lundry, chief data scientist and co-founder of Deep Root Analytics, said: “Sara is the right person to lead Deep Root Analytics.  Her passion for smart solutions to marketing challenges and her deep knowledge of data analytics, politics and public affairs will help Deep Root improve its products and grow its client base.”

In addition, Deep Root Analytics announced a major expansion of its premier TV targeting solutions into the public affairs, issue advocacy and corporate reputation markets with a new platform called Canopy.

It will help corporate brand, reputation and public affairs managers with their communications strategies to audiences while tracking the impact of their paid and earned media.