SAS Introduces
Keith Coulter,
Founder, CX-Analytics, former Director Credit Cards, Vanquis Bank & former MD of Barclaycard UK.
"Profitability is not a nice-to-have. Profitability is every business’s number one purpose. Every process, every person, every marketing campaign has to deliver a return. Learning what this is and what it needs to be in order to keep optimising profitability over the customer lifetime, is absolutely mission critical."
"At Vanquis and Barclaycard, we developed an analytical capability that helped us understand how every investment decision incrementally affects the profitability of every customer."
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"We began by prioritising the biggest areas of cost and risk in our organisation. From there, using analytics, we developed a model of CX-Account Level Profit™ (CX-ALP™) to understand not only how much money we are making from each customer, but what is driving that. ALP helps us understand the cost and ROI of every activity – from optimising collections calling strategy, to generating a single version of the truth in measuring the value of the outcomes of marketing activities."
"Ultimately, ALP allows us to forecast the profitability of customers in the future. By understanding customers’ behaviours and actions, we can forecast the behavioral profiles of customers we want to attract next. It’s a brilliant virtuous circle that is can utterly transform enterprise profitability."
Behind the success.
Best Practices.
Learn from Peter Pugh-Jones, Head of IoT Operations EMEA & AP abouthow decisions in the now are becoming increasingly critical to business success.
Fractal Analytics: Why small decision aggregation is the way ahead in the continuous data era
By Peter Pugh-Jones, Head of IoT Operations EMEA & AP.
We began by prioritising the biggest areas of cost and risk in our organisation. From there, using analytics, we developed a model of CX-Account Level Profit™ (CX-ALP™) to understand not only how much money we are making from each customer, but what is driving that. Keith Coulter Founder CX-Analytics
