Optimizing Customer Lifecycle Management by Applying Behavioral Analytics
ABOUT THIS SESSION:
This session will highlight the creative use of decision trees for the definition of business rules to effectively target prospective B2B customers in the financial services industry. Decision tree analysis formed the basis for insight into the most effective financial institution segments. This analysis identified the profitable sales targets, and allowed for the generation of business rules to manage sales engagements. This interactive case study presentation wills walkthrough the strategy and tactics through to deployment, providing real examples of how predictive rules were developed and the multi-step process was successfully applied.
ABOUT THE SPEAKER(s):
Dave Griffith is the Director of Consumer Analytics for CUNA Mutual Group’s Consumer Products Division, which offers Life, Auto/Home, Long-Term Care, and Payment Protection products to credit union members through multiple access channels. He leads a team of analysts and researchers who drive segmentation, analytical, and forecasting activities for the enterprise.
Dave joined CUNA Mutual in 1992. He has worked as a Marketing Analyst, Senior Manager for Analytics in Direct Marketing, and Director of Direct Marketing Analytics before accepting his current position in 2007.
Previously, he worked for small financial service and planning companies in Wisconsin and California as a Marketing Analyst.
Dave holds a Master of Business Administration (MBA) Degree with an emphasis in marketing and research from the University of Wisconsin-Whitewater. He earned his Bachelor?s Degree in finance, also at the University of Wisconsin-Whitewater.
Dave is based at CUNA Mutual?s home office in Madison, Wisconsin.
