Why Us?

If you’re looking to elevate your data, analytics, and AI capabilities, Tradecraft has the necessary blend of people, process, and technology to deliver world-class analytics capabilities. Our team is composed of hands-on experts—senior leaders in Analytics & Data Science with experience from prestigious companies, including Apple, U.S. Bank, and Best Buy. We’re able to readily understand the challenges you face at their core, because we’ve faced many of them ourselves in our diverse corporate backgrounds.

We typically start with an Analytics Diagnostic assessment, followed by a tailored Analytics Roadmap that shares specific, actionable recommendations and tools to enhance your Analytics capability. Tradecraft’s ‘QuickStart’ methodology helps you implement our practical, real-world recommendations and use case-driven capabilities that consistently deliver a solid ROI.

Real Practitioners

Tradecraft is led by real practitioners with 25+ years of experience inside Fortune 100 companies. We’ve sat in your seat and know what it takes to deliver real-world solutions that drive results.

Data, Analytics, & AI Experts

Tradecraft brings deep expertise in data and analytics, applying advanced techniques through a pragmatic, practitioner’s lens. Our team is built to translate insight into action and deliver solutions that are not only technically sound but built for real-world impact.

Capability Builders

Tradecraft  is a capability builder. We don’t create codependency.  We partner closely with your team to build lasting internal capabilities, working alongside you at every step to ensure your organization becomes stronger, smarter, and more self-sufficient.

Bill Hoffman

Founder & CEO

• 25+ years in insights & analytics and founded Tradecraft in 2014
• Former Chief Analytics Officer at U.S. Bank and Best Buy
• McKinsey, Gallup, Bank of America, Federal Reserve
• CIA and U.S. Navy Vet
• Balkans Service Medal, CIA Exceptional Performance Awards

Kirk McDonald

Chief Product Officer

• 25+ years of data science, engineering & ML experience 
• 12 years as Director Data Science & Engineering, Payments-Commerce & Apple Retail and Apple Online
• 10 years Research & Data Science at Bank of America
• ABD Public Policy, Bush School, Texas A&M University
• 2 Time Ogilvy award winner, Apple key innovation award

Lee Streu

Head of Research

• 30+ years in designing and leading 1,000+ qualitative & quantitative research programs
• Former equity partner at Socratic Technologies, a strategic research consultancy
• Bank of America, Wells Fargo (formerly Wachovia), TIAA, Novartis
• MBA – UNC Charlotte | BS – Babson College
• Chase Gold Supplier (2017–2025), RIVA-certified moderator, AMA award winner

Dimitar Antov

Head of Data Science

• Dimitar leads our award-winning team of Data Scientists
• 20+ years of analytics experience
• Cambridge Group, Nielsen, Farmers, Allstate, Walmart
• PhD, Northwestern (Kellogg)
• Co-author of best seller Optimizing Growth

Strategic Insights for Growth 

Tradecraft empowers clients with strategic insights derived from world-class analytics, driving revenue growth and business expansion through data-driven decision-making.

‘Smart Targeting’ Media Solutions

Our flexible and scalable approach, combined with a range of custom third-party data sets, enables clients to swiftly optimize media spend and marketing effectiveness to address drive improved operating efficiency.

Maximize ROI from Existing Assets

With a focus on value creation, Tradecraft helps clients optimize their current data and analytics investments, leading to margin improvement and increased operating profit.