Deep Root Analytics is comprised of media professionals who are experts in audience building and media data analysis. Deep Root’s team members have backgrounds in microtargeting for both political and public affairs clients and have built a comprehensive set of audiences that target a breadth of groups. We also compile TV data from a wide variety of sources, from closed captioning to smart TVs, to capture the complexity of the evolving data landscape. Deep Root’s professionals have served political, public affairs, and issue advocacy clients at all levels and saved them over $300 million in TV advertising, which they were then able to redeploy.
The Deep Root team is made up of the brightest data minds in the ad business. Capitalizing on 20+ years of innovation between founders and leadership, Deep Root aims to provide peerless Data-Driven Voter Insights insights to advertisers and media buyers alike. Get to know our team.
Chief Data Science Officer, Co-Founder
At Deep Root, I lead modeling, targeting, and new product development.
Prior to Deep Root, I gained experience in survey research as the Project Manager for Market Strategies. I also worked on several Presidential efforts from 2004 through 2012.
I am a graduate of University of Wisconsin Oshkosh, where I earned a Bachelor's degree in Political Science and George Washington University where I earned a Master's degree in Political Management. I currently live in Appleton, WI with my family. When I’m not keeping busy with stuff around the house, you can find me at one of my children's games.
Vice President
Jonathan Duke currently serves as Vice President at Deep Root Analytics, managing Deep Root’s Business Development and Customer Service. In the 2022 cycle, Jonathan led the Deep Root team to success on races such as North Carolina Senate in electing Ted Budd and on retaking the House via Congressional Leadership Fund. In the 2020 cycle, he led the Deep Root team on Senator Susan Collins’ re-elect and key efforts for several state parties and state legislative caucuses throughout the cycle.
Prior to joining Deep Root Analytics, Jonathan served in leadership roles on a variety of efforts. Most recently he helped run the Michigan Republican Party and oversaw a $20+ million-dollar independent expenditure and issue advocacy budget. He also served under Chairwoman Ronna McDaniel at the Michigan Republican Party in the historic 2016 cycle.
Jonathan attended Murray State University and began his career in politics in his home state of Kentucky. Beginning with local races eventually going on to run congressional and statewide elections, and serving as the Kentucky State Director for the RNC.
Senior Director, Client Relations
Lx Fangonilo joined Deep Root Analytics in 2021 and serves as a Senior Director, Client Relations. While with Deep Root, Lx has worked with the team and clients to help pull off victories in tight elections up and down the ballot including in Alabama, Alaska, Florida, Iowa, Ohio, North Carolina, Texas, Wisconsin, and several other states.
Prior to joining the Deep Root team, Lx has worked and led campaign and political efforts across the United States. Most recently, he served as the Executive Director of the Colorado Republican Party under the leadership of Congressman Ken Buck. He has also served as the RNC State Director in Michigan in the 2018 election cycle and for the Michigan Republican Party in the historic 2016 election cycle, both under the leadership of Chairwoman Ronna McDaniel.
Lx is a California native and attended San Diego State University. He started his political career working on local races in Southern California and eventually went on to manage local, state, and federal campaigns. When he’s not too busy assisting clients, Lx can be found either in the kitchen working on a new recipe or enjoying an outdoor adventure such as hiking, camping, or most likely in winter months—snowboarding.
Senior Director, Client Relations
Caleb Walker joined Deep Root Analytics at the beginning of 2023 as Senior Director, Client Relations.
Prior to joining Deep Root Analytics, Caleb played a key role in the continued development of the RNC Data Department over the past 3 election cycles, serving as the director of the RNC’s national voter modeling program for the 2020 cycle.
During the 2022 cycle, Caleb managed the RNC’s data efforts in the Midwest and Northeast, including races such as JD Vance’s successful Senate bid in Ohio, and the flipping of four Democrat-held house seats in New York which helped deliver the House majority to Republicans.
Originally from Cincinnati, OH, Caleb attended Washington and Lee University in Lexington, VA and got his start in politics working on several local and national races in Ohio and Virginia.
Senior Director of Operations
Rachel joined Deep Root Analytics in February of 2020 and currently serves as the Director of Operations. During her time at Deep Root she has worked with clients across the country on races from Mayor to President. In addition to her client work, Rachel has been instrumental in improving our internal and external products and workflows.
She got her start in politics at “Victory” offices in Kentucky, which is where her passion for both grassroots efforts and targeting began. Prior to joining the Deep Root Team, she worked at the RNC, managed targeted Congressional campaigns, and served as the Executive Director of the Indiana GOP.
Rachel has a BA in Political Science from the University of Kentucky and will finish her Master’s in Data and Public Policy at Johns Hopkins later this year.
Senior Analyst
Ben Gilman joined Deep Root Analytics in 2023 as a Senior Analyst.
Prior to joining Deep Root Analytics, Ben worked for the Republican National Committee’s data department where he worked on modernizing their data infrastructure. During the 2022 cycle, Ben worked on the RNC’s Political Technology team where he helped to service the Data Department’s infrastructure and service external data requests.
Originally from Manchester, NH, Ben attended Stevens Institute of Technology in Hoboken, NJ and got his start in politics working with the New Hampshire GOP during the 2016 cycle.