Bravery Group Acts as Exclusive Financial Advisor to Empirical Path in Strategic Combination with PMG
ATLANTA, GA – 07.20.21 – Bravery Group is pleased to announce it served as the exclusive financial advisor to Empirical Path, a respected Google Analytics Sales Partner, in its strategic combination with PMG, a global independent marketing services and technology company.
Founded by analytics industry veterans Jim Snyder and Peter Howley, Empirical Path has long stood out for its deep technical knowledge across web and mobile analytics, tag management, and attribution—anchored by its credentials as a Google Analytics Sales Partner. The integration with PMG expands both organizations’ ability to serve sophisticated enterprise clients through an integrated and technology-driven model.
The transaction creates a fortified full-stack marketing services firm with enhanced capabilities in media, creative, insights, data strategy, and measurement. Notably, Empirical Path’s analytics proficiency complements PMG’s proprietary Alli marketing operating system, unlocking new possibilities to translate cross-platform data into business outcomes.
Jim Snyder, Co-founder of Empirical Path, said: “Joining forces with PMG enables us to scale our analytics expertise across a broader, performance-driven services portfolio. This integration aligns our shared mission to deliver measurable client impact through data, media, and creative synergy.”
Peter Howley, Co-founder of Empirical Path, added: “This partnership leverages our deep technical foundation and PMG’s operational breadth, offering clients a truly unified solution, not just isolated analytics or activation. Our team is energized and ready to unlock the full power of integrated marketing execution.”
This strategic combination reflects Bravery Group’s deep specialty in guiding high-growth Martech and analytics firms toward transformative industry alignments—blending operator-level insights with sector fluency to deliver meaningful value for founders and investors alike.
About Empirical Path
Founded by Peter Howley and Jim Snyder, Empirical Path is a U.S.-based analytics consultancy and Google Analytics Sales Partner specializing in enterprise-grade web and mobile analytics, tag management, and marketing attribution. The firm’s strength lies in solving complex measurement challenges and enabling data-driven ecosystems for global brands.
About PMG
PMG is a global, independent marketing services and technology company that blends strategy, creative, media, and insights through its proprietary Alli operating system. Known for industry recognition—including Agency of the Year awards—PMG serves leading brands across verticals with integrated marketing solutions.
About Bravery Group
Bravery Group is a specialized M&A and capital advisory practice focusing exclusively on analytics, Martech, AdTech, digital agencies, and commerce services. With senior-led execution and operator-first leadership, Bravery delivers advisory services engineered to maximize outcomes for founders and investors in high-growth digital domains.
