Brenda Higuchi Email & Phone Number

I am an analytics executive with 25 years’ experience in delivering professional services for clients across a wide variety of industries with a primary focus in customer loyalty and engagement. Expert in applying predictive analytics and machine learning to derive real-time, in-session, personalized offers for e-commerce clients as well as designing loyalty programs, including SCENE, My Husky Rewards and Avis Preferred Points.I have worked extensively with clients in retail (Esso, Lowes, The Shopping Channel, Husky), financial services (Scotiabank , TD Bank), travel (VIA Rail, Avis-Budget), subscription (Angie’s List, Texture) and entertainment (Cineplex, Stratford Festival) industries.I have a particular interest in the utility and application of new technologies, supporting pilot projects with Hadoop, Machine Learning and currently researching Blockchain.

Listed skills include Analytics, Segmentation, Loyalty Marketing, Direct Marketing, and 41 others.

• 

  Svp, Analytics And Optimization

  Exchange Solutions

  Jan 2014 - Present - Toronto, Ontario, Canada

  Exchange Solutions designs, builds and operates innovative customer engagement programs that use data-driven, personalized incentives to increase valuable customer behaviours, at a lower cost than your business-as-usual marketing. Our programs uncover existing customer behaviour gaps and close those behaviour gaps with individualized offers. These one-to-one offers are tailored to each customer in order to drive incremental behaviour change.I lead the Analytics & Optimization team at Exchange Solutions which develops automated Predictive Analytics and Machine Learning models that are configured in our platform to support real-time, in-session personalized offers using propensity to convert, estimated spend potential and the economics of the cart to derive the target spend and benefit to the customer. These models and tactics are continuously optimized to adapt to our latest insights into customer behaviour. We have developed a pay-for-performance model based on a test vs control performance measurement design that ensures we deliver the best results for our clients.