George Erles Email & Phone Number

Management of the Customer intelligence and database marketing functions. Building of CRM analytics into the traditional business structure: integration of advanced segmentation, Data Mining, Predictive Modeling and Risk/Fraud analytics. Responsible for web, direct response and retail chain analytics.

• As Principal Analyst, responsible for designing and implementing risk management analytics for the Firepay group’s online payment processing business.
• Detailed risk & data mining studies
• Fraud modeling & pattern detection
• Segmentation
• Developed risk -based credit limit strategy for New Accounts that increases profit by 60% at the same expected loss.

• As Principal Consultant, developed the business, operational and marketing plans for the firm’s Customer Intelligence practice. Developed the practice infrastructure, solicited, directed and concluded analytics.
• Business case analysis, proposals, case studies
• Advisory and hands-on capacity in building the Practice.
• Project Leader- directed analytics teams on all projectsProjectsGovernment of Canada, Services Canada, HRSDCConsulting analyst for Cap Gemini. Phase I data mining fraud detection prototype.
• Responsible for assessment of advanced data mining capabilities in prototype.
• Definition of approach, methodologies, tools.

• Consulting analyst with the Measurement Strategy Consulting Team at Carlson Marketing Group. Assigned to the Visa Debit Card account and a primary analyst for the Visa Credit Card CRM Pilot Program. (6-month contract)
• Responsible for preliminary design of analytical components for the proposed Pilot.
• Research which resulted in "Best Practices" papers released to Visa and Member Banks, including improved 'base usage' calculations and procedures, troubleshooting sampling problems and use of activation curves for.
• Telecom - Developed Churn Models for Bell South account based on Points program data.

• As a consulting analyst during the start-up phase of an analytical services team at one of the top 3 wireless telecommunications firms, I was involved in process design, training, response/churn analysis and research..
• Participated in design and implementation of analytical systems, including testing and installation of client-server analytical software.
• Re-designed the churn(attrition) modeling process, sharply reducing man-hours, increasing efficiency and accuracy.
• Performed significant research on voice & data service usage.
• Built first implementable response model.
• Introduced socio-/geo-demographic analysis

• Predictive modeling (renewal models) for the premier national (AOL) internet service provider’s database. Data preparation, variable screening.

Rose from an entry-level position to that of a senior analyst in a competitive and challenging research environment. Routine responsibilities included campaign analysis, predictive modeling, and monitoring/reporting of product line and campaign activity. I participated in cutting-edge research, written and designed analytical software, led and participated.