Adrian is a Principal Business Advisor at SAS, his knowledge of the use of analytics in business is both broad and deep, with over 20 years of experience in both vendor and client-side roles in marketing and credit risk at Lloyds TSB, Orange, HSBC, Marks and Spencer Money, Experian Marketswitch, and at SAS. At both SAS and Experian Marketswitch, Adrian has focused on optimisation opportunities in various countries around the globe spanning various business problems in marketing, risk, pricing and collections. With his experience of having been a risk manger, a marketing manager, and a modelling manager, Adrian brings pragmatism as well as improved performance to client solutions. Adrian’s education includes a BSc Honours in Pure Mathematics from Nottingham University, followed up with a PGCert in Operations Research from Sheffiled Hallam University.
Many businesses recognise the value of using customer decisioning models. Most also recognise that the fresher the model, the better the decision. But how important is it to keep the models fresh, and is it worth investing in automation? Many clients struggle with building that business case. Below are some
The outbound marketing landscape, especially in the retail industry, is a challenging one. Customers are receiving multiple communications from multiple businesses, and for marketers it’s sometimes hard to understand which activity is driving results. Many retailers have a complex multichannel strategy of internet, email, direct mail, telemarketing, and catalogues. These
The analytical community is getting increasingly interested the concept of attribution. And while much of this is focused on digital marketing attribution, I want to take a step back to describe the wider application of attribution and the traditional techniques that can be used to solve a range of attribution
For many industries, products and features are no longer the most crucial differentiators in the minds of customers. Take mobile telecommunications, for example. The recent market shift from virtually no unlimited data plans to announcements of unlimited data offerings by every major US wireless carrier in a short span of
I wanted to share some thoughts about when real-time decisioning is actually necessary. I guess the reason for wanting to do this is to balance the view that everything can be actioned by trigger event campaigns executed in real time. So have a look at the graph below – with
Das Marketing heute verändert sich rasant. Okay, das hat schon 2005 jeder gesagt… und wird es 2025 immer noch sagen. Momentan ist der wichtigste Beschleunigungsfaktor die Digitalisierung des Marketings – und Event-basierte Echtzeitkampagnen sind das aktuelle Mantra.
As we all know, marketing today is moving fast (although everyone was saying that in 2005, and will be in 2025!) Currently, one of the “accelerators” is that of digital marketing, with real time event driven campaigns being one of the latest mantras. For example when a customer puts something
In our wonderfully complex world of digital media, with on-line all-the-time connectivity, social media, big data opportunities (and challenges), it's never been more challenging (and at the same time easy) for marketers to use money wisely. Technology has accelerated the pace of doing business and one consequence is the common
Optimisation techniques are used in a variety of business contexts to find the best combinations that deliver the desired results, often measured in terms of value added from maximising revenues, minimising expenditures, or both. In marketing, a frequent problem that's well suited to optimisation is when one has: Many customers (often millions
