Author

Adrian Carr
RSS
Principal Business Solutions Manager

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.

Customer Intelligence
Adrian Carr 0
Using analytics to determine best paths in customer journeys

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