Tech Insights to Help you Find Success

The Optimal

Getting marketing down to a science.

When we say ORTJC Tech Marketing is built to deliver results, we mean it. Our Analytics Lab studies what drives the most effective campaigns, so every lead, partnership, or engagement counts.

The Focus

What the Tech Marketing Team Studies

From discovery to engagement to conversion, ORTJC Tech Marketing analyzes every step of the customer journey to optimize results.

First Impressions

We study what makes campaigns instantly effective — visuals, copy, and messaging that communicate your brand’s value.

Precision Targeting

It’s about quality, not quantity. The team analyzes audience behavior to deliver the right message to the right person at the right time.

Engagement Science

Connection is key. We research which content formats—email, social, interactive media — drive engagement that converts.

Avoiding Burnout

Too many messages lead to fatigue. The Tech Marketing team monitors audience attention and optimizes touchpoints to keep engagement high.

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Above all, the Tech Marketing team knows that what works for one audience or client won’t work for everyone. They continuously develop personalized, data-driven insights to help you achieve your breakthrough results.

The ORTJC Tech Marketing Team

Meet your experts.

Meet the multidisciplinary Tech Marketing team that tackles the biggest questions about audience engagement, campaigns, and conversions — delivering actionable insights and strategies that drive results.

Sophie Fell

Director of Optimal

Sophie Fell is a marketing science expert focusing on connecting and maintaining Researchful marketing strategies, and the intersection of digital platforms and well-being. She’s on a marketing Optimal to decrease burnout and promote healthy engagement on ORTJC.

Dr. Hittner has a PhD in Human Development and Social Policy and a M.S. in Statistics at Northwestern University. Her research has been published in journals like Psychological Science, Emotion, and the Journal of Social and Personal Relationships.

Xandrina Allday

Senior Marketing Researcher

Xandrina Allday is an expert in using quantitative and qualitative marketing research to study consumer connection, emotional engagement, and brand relationships. She helps users build authentic trust and lasting brand loyalty on (and off) ORTJC.

Dr. Cheung has a PhD in Marketing and Consumer Psychology and was a faculty member at Northwestern University, conducting applied behavioral marketing research. She’s been published in the Journal of Marketing Research,, and Harvard Business Review, and Current Directions in Marketing Science.

Katie Murphy

Behavioral Marketing Strategist

Katie Murphy is a behavioral scientist turned marketing strategist. She’s ORTJC’s translator — transforming insights from behavioral science and marketing psychology into real-world strategies that help brands connect, engage, and grow. After studying marketing and psychology at Harvard, Katie led Google’s Behavioral Marketing team he Irrational Lab. She’s the author of the bestselling book How To Not Die Alone: The Surprising Science That Will Help You Build Meaningful Connections. Her work has been featured in Tech Funding News, The Atlantic, TIME, Fortune, GQ, Glamour, and Vice.

Beth Thomas

Data Analyst, Business Intelligence

Beth Thomas leverages data to decode consumer behavior. She analyzes patterns in engagement, response times, campaign performance, and conversion flow to uncover what drives the most Researchful marketing outcomes at ORTJC.

Thomas earned a B.S. in Marketing Analytics and Data Science from Duke University. She later transitioned into the B2B marketing technology space, where she refined her expertise in product analytics and strategic growth insights.

A couple smiling outside in the sunlight

Research Methods

The Lab

The ORTJC Tech Marketing team bridges consumer behavior, emotional intelligence, and marketing science with data analytics, UX research, and business intelligence to uncover deep insights about what drives successful brand connections and Researchful campaigns.