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Lou has over 17 years in the direct marketing and database
marketing industry including service at AT&T, American Express,
Time Inc., Zurich Financial, the consulting firm Management
Science Associates, and the Rapp Collins direct marketing
agency, where he was Senior Vice President. Lou's customer
relationship management and database marketing expertise have
been applied to the marketing and sales of telecommunications
products/services (AT&T, SBC), e-commerce, B2B financial services,
publishing, and consumer package goods. Lou provides consultation
on direct marketing strategy, testing, measurement, customer
service, fulfillment, business process analysis, systems integration,
and statistical modeling.
Lou has personally developed and implemented over 100 predictive
customer level models of response, attrition/churn, activation/usage,
share of wallet, migration, payment delinquency, and profitability.
While at AT&T, Lou was one of the few individuals in the U.S.
to have successfully designed and implemented a system to
allow for high speed customer level predictive modeling and
scoring from a 100+ million customer database. Lou recruited
and trained the team responsible for applying statistical
modeling and ROI techniques to AT&T's large scale direct mail
and telemarketing efforts (for both service and equipment).
While at AT&T, Lou provided database marketing services and
statistical modeling/scoring for Consumer Winback & Retention
Marketing, Consumer and Business Calling Card, Consumer Products,
telemarketing operations, operator services, and assorted
groups involved in Cellular long distance (residential and
business).
In recent years, Lou has focused his attention on providing
solutions for executive information needs, data mining, improving
customer care and statistical campaign design/analysis. "Most
firms are either drowning in incomprehensible data or are
unable to access more than a few drops of useful information.
You've heard the old adage 'you can't manage what you can't
measure,' but the reality is that most firms are having trouble
managing all of what they do measure, which impacts the risk
of their marketing and sales investments."
Lou is active in the Direct Marketing Association, co-authored
the DMA's book "Research and the Customer Life Cycle," has
published in the fields of Systems, Direct Marketing, Demography,
and Social Psychology, and is one of the leading consultants
in SAS software applications. Lou received an MSc. from the
London School of Economics, a BA from Boston University, and
completed post-graduate training in from the University of
Michigan. Lou is also an accomplished singer/songwriter and
a member of ASCAP. His company, Factor 21 Inc., is headquartered
in Chicago, Illinois, and specializes in analytic consulting
services and computer telephony applications designed to improve
the ROI on customer contact efforts.
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