‘Drive Customer Profitability through Predictive Analytics’
Date: Friday, March 7th 2008 8am – 11.30 am
Venue: The Morrison Hotel, Ormond Quay, Dublin 1
7.30 – 8.30 am Registration & Breakfast with the Guest Speakers
Start: 8.30 am Welcome
Rob McCullagh, Director, SPSS Ireland
08.45 – 09.25 am The Predictive Enterprise: Leveraging Advanced Analytics to Drive Profitable Growth
Colin Shearer, Senior Vice President, Market Strategy, SPSS
Organisations face tough challenges in trying to grow their business profitably. They need to acquire more
customers for less expense, increase customer and employee value, retain profitable customers, minimise risk
associated with transactions, identify fraud, and maximise operational efficiency.
Predictive analytics can deliver significant ROI in all these areas. In this session you will hear about:
• The Predictive Advantage – what distinguishes predictive analytics from traditional analysis and BI
• Leveraging the value of your corporate data assets – and how to capture a holistic view of the customer
• How predictive analytics maps to business goals – increasing customer value while controlling risk & costs
• The “journey” to becoming a Predictive Enterprise – gaining quick ROI while working towards a vision of
This is your opportunity to gather all the information you need to make an airtight case for predictive analytics in
your company. Discover the bottom‐line benefits of becoming a Predictive Enterprise.
09.25 – 10.05 am Driving Strategic Growth ‐ Customer Insight in Action
Andre Grant, Commercial Insight Analyst, Debenhams
Understanding customer shopping habits is crucial for any retailer and identifying trends early is key to company
success. UK department store group Debenhams operates within a fiercely competitive retail market. The
Commercial Insight Team applies both hard and soft modeling, statistical, data mining and predictive analytical
techniques, using the capabilities of Clementine to unlock the wealth of information available to optimise
decision‐making at all levels. From direct marketing to elements of buying and merchandising, this presentation
will reveal how Clementine is an integral asset in helping the company to understand the plethora of data
captured about its customers.
“Without SPSS unlocking a wealth of data for us, there’s simply no way we could meet
business needs or deliver on our objectives.”
10.05 – 10. 20 Tea & Coffee Break
10.20 – 11.00 am Secret of My Success: Minimising Customer Guesswork using Predictive Analytics
Federico Cesconi, Director of Business Intelligence at Cablecom Gmbh
Director of Business Intelligence at Cablecom Gmbh Cesconi is responsible for the development and
implementation of business and customer insights best practice across Cablecom. Cesconi started his activity in
marketing analytics at one of Southern Switzerland's leading Internet Service Provider ‐ Tinet SA ‐ as Marketing
Manager, being responsible for database marketing and data mining back in 1996.
He joined Cablecom in 2000 as Marketing Manager. In 2002 he moved into the HQ in Zürich promoted as Director
of Analytical CRM. He was appointed to his current position in September 2007. Cesconi and his team have won
the North American Insight Award 2006 in Data Mining and the European Insight Award 2007. Federico Cesconi
earned his PhD at the University of Milano. His Master in Business Administration at the University of Wales."
With SPSS predictive analytics, the customer churn decreased from 19 % to 2 %.
11.00 – 11.30 am Panel Discussion: New Speaker Professor Damien McLoughlin, Director of the Marketing Development
Programme, Senior Lecturer in Marketing & former Dean at the UCD Michael Smurfit School of Business.
11.30 – 1.00 pm Close & Optional Networking Session / Workshops