Mary Herring Email & Phone Number

Built and led a team of analytics professionals that provided all statisical modeling, measurement, analysis, and interpretation to support business decisions, strategy development, program design, program implementation, and process improvement across consumer business lines. Provided in depth analyses and insights on key programs, client behaviors, performance forecasts, industry trends, and competitive intelligence for senior management. Led business intelligence team that provided reporting on overall performance as well as specific products, tactics, and customer behavior for local field level and senior management for all lines of business.

Built and led team that developed strategies and applied database marketing techniques to improve the effectiveness of retention, cross sell, and acquisition programs. Led development and testing of longitudinal contact streams, and implementation of a new customer segmentation. Managed development of response and revenue models for new customers, cross sell models, and customer attrition models. These models were used to refine acquisition targets, and to identify high value customers most at risk for targeting loyalty programs, resulting in significant improvements in program profitability.Developed customer specific estimates of lifetime value and contribution margin. As a result, marketing expenditures for high revenue but unprofitable client segments were re-deployed. Additionally, these customer specific estimates were used to target the most profitable customers for retention programs, assign customer service levels, and select customers for winback treatments.

Consultant to Sprint on database marketing and credit scoring programs. Designed and managed external consultants in development of retention and revenue models. Evaluated effectiveness of existing credit scoring tools, identified the need for a separate credit scoring model for phone card customers to reduce bad debt.

Led team in applying management science and database marketing techniques to marketing, distribution, and category management decisions.

Ms, Mathematics

Bs, Mathematics, Graduated Summa Cum Laude

Activities and Societies: Cardinal Key, Kappa Mu Epsilon John J Pershing Scholarship (full academic scholarship), National Merit Scholarship