As UK Head of Advanced Analytics at North Highland Consulting, Guy is experienced in leading high performance professional service teams, delivering data and analytics solutions and insights. Helping provide data visualisation and predicting behaviour across the complete customer lifecycle looking at opportunities to cross-sell, up-sell, activation, retention and win-back. He also supports companies to understand the opportunities and challenges provided by RPA and cognitive automation.
Guy brings a depth of knowledge and experience in solving client challenges across industry sectors. He has excellent technical skills and great interpersonal skills which allow him to consistently work with technical and business stakeholders to find mutually beneficial approaches.
Conversion modelling leads to a seven times return on investment (an automotive service provider case study)
How can companies move away from widely-targeted marketing campaigns and use their existing data more intelligently to laser focus their target on those most likely to convert? This talk looks at how North Highland worked with Express Oil to build a predictive model using 1st party data collected across 350 variables and 3rd party data from over 2,000 variables. Guy will outline how North Highland identified target customers most likely to convert to mechanical services, allowing Express Oil get 7:1 ROI in the first 6 months, convert thousands of customers and generate significant new revenue not previously possible.