Global Strategy Group has formed an analytics practice with the addition of Emily Norman, an analytics consultant for President Obama's campaign and McKinsey & Company.

emily normanGSG said Norman leads an existing team of data scientists and digital pros that complement its respected Democratic polling unit under Nick Gourevitch and Jefrey Pollock.

Gourevitch said helping clients reach audiences today means targeting customers or voters on an individual level. He sees the combination of analytics and traditional polling as the best approach.

Norman has consulted for Democratic National Committee and Deloitte, and served as director of data for charter school network KIPP.