True Natural Gas and Georgia Tech Analytics Program Partner on AI Powered Marketing Measurement Project 

budget-planning  dashboard for the Coweta-Fayette EMC subsidiary 

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 ###