Steven Keyes Email & Phone Number

United Kingdom, Gb

Responsible for driving commercial value from Data and Insight across all group businesses

Ran my own consulting business focused on Customer and Market Analytics. Roles include● Development of insight on FCA definition of persistent debt for well-known credit card business including recommendations for calculation and monitoring.● BI reporting model for a well-known credit card business. Migration of sizeable excel-based finance reporting models to SAS-based, robust and scalable BI cubes and outputs.

Manchester, England, Gb

Deeside, Flintshire, Gb

Lead a £10m+ Iceland loyalty programme, plus customer data & direct marketing capability. ● Development of strategy that increased the active customer population and programme participation following 3 years of decline. Persuaded the board to invest in customer growth and segmented customer engagement.● Restructuring of the loyalty capability to create future development roles, development paths for analysts and integrating a new data science capability including recruitment and development of segmentation & predictive solutions driving significant ROI to the business.● Evolved frequency based promotions using predictive analytics and engaging Direct Marketing programmes, driving in excess of a 6:1 return on investment.● Build the future vision and business case for CRM at Iceland, negotiating with senior stakeholders on the board, and getting underway a vendor selection process that will revolutionise the operation and scalability of a segmented and personalised communications.

Recruited to lead the development of Customer Data Analytics proposition and capability. Included development of commercial proposition, developing delivery capability, and business development. Propositions sold and delivered across Online Gaming, Financial Services, Utilities, Entertainment & Retail. Key achievements include● Sold and delivered Debt Analytics for a large water company enabling the business to redesign their collections activity around propensity to pay and customer segmentation● Sold and delivered predictive online analytics to predict behavioural markers that suggest likely problem online gambling using Big Data & Machine Learning techniques● Worked with high-end hospitality business to re-design their Business Intelligence capability to be focused on customers and outcomes rather than purely operations. ● Tools utilised include SAS, R, Tableau, Qlikview, SQL.

Recruited to lead the development of Customer Data Analytics proposition and capability. Included development of commercial proposition, developing delivery capability, and business development. Propositions sold and delivered across Online Gaming, Financial Services, Utilities, Entertainment & Retail. Key achievements include● Sold and delivered Debt Analytics for a large water company enabling the business to redesign their collections activity around propensity to pay and customer segmentation● Sold and delivered predictive online analytics to predict behavioural markers that suggest likely problem online gambling using Big Data & Machine Learning techniques● Worked with high-end hospitality business to re-design their Business Intelligence capability to be focused on customers and outcomes rather than purely operations. ● Tools utilised include SAS, R, Tableau, Qlikview, SQL.

Sold and managed Customer consulting teams in client-facing projects and leading Customer transformation with commercially impactful outcomes. Projects undertaken across a number of customer themes, including digital engagement, retention, pricing, and customer value management. Lead the Customer Insight & Analytics capability. Key achievements include● Customer Change Lead on a large mobile & digital transformation programme for one of the largest financial institutions in the UK. Lead the insight, customer journey mapping and organisational and customer impacts of digital and mobile initiatives, specifically mobile app launch.● Sold and lead delivery of a value-based pricing review for a membership subscription organisation delivering segmentation, deep insight and value propositions to take to market. The new pricing model and proposition increased membership revenues by 20%.● Engagement lead on Pricing Strategy for a global tobacco company. Included using econometrics to determine cross-price elasticity for key brands and developing pricing scenarios to improve market share and profit, leading on-shore and off-shore teams.● Produced thought leadership articles on “Achieving growth through Segmentation” and “Unlocking value from Customer data” describing the insight challenges clients face.

Boadilla Del Monte, Madrid, Es

Recruited to reshape, develop and motivate a team of 12 to deliver key customer value insights driving B2B Marketing and product development. The remit was to delivery effective customer and market research, timely and creative use of customer and product usage data, high-level online banking analysis, and management of key sales CRM systems. Key achievements include ● Significantly enhance the capability of an Insight function that had been without leadership for a while. Included technical skills improvement, acquiring tools, data, and creating a professional service with new and existing team members.● Creation and delivery of Value based segmentation for small businesses based on current value and potential. Created segment level measurements and cross-sell targets to increase revenue.● Development of Customer Tracker and NPS survey into the business, measuring customer experience of both sales and service. This resulted in a “living” action plan improving business process and service, including, setting up a Retention Unit saving £40M of balances.

Cary, Nc, Us

Working closely with clients to ensure successful SAS implementations, and to deliver complex analytical project for SAS customers. Key achievements include● Promotion to Professional Services Team leader, managing a team of consultants and leading the execution of implementation projects.● Set up of analytical service offering for SAS Professional Services. I sold 3 such analytical service projects including creation of a revenue-based segmentation for a large mail order company and predictive x-sell model for a large retail bank.● Led the implementation of an extensive data mining architecture in the largest mail order company in the UK.

London, Gb

Recruited to create a data analysis function within Singlepoint primarily to proactively reduce customer attrition and deliver insight on customers’ mobile phone usage. Key achievements include● Creation of pro-active customer retention predictive model, enabling predicting attrition 3 months before closure. Campaigns increased retention by 50% in most predictive segments● Creation and implementation of behavioural segmentation for high value customers, enabling advisors to have a better understanding of who they were speaking to, and also what opportunities for cross-sell existed.

Led 3 teams of analysts and modellers across 2 locations (Halifax/Chester). Responsibilities included marketing analysis across Halifax retail marketing and development of analytical CRM capability to increase cross-product holdings. Also, for targeting of personal loan DM to HBOS’s partnerships, e.g. AA, Sainsbury’s, GUS Home Shopping, etc. Key achievements include● Ensuring cross-selling to existing customers was at the foremost of product areas, and developing the insights and segmented approaches to tactically deliver● Re-development of personal loan cross-sell models to both the credit base (current accounts and mortgages), and the savings base

Gb

Responsible for delivering adhoc analysis on trends and behaviours of GUS brand home shopping customers. Included regular reporting of customer orders and sales by all sectors of the catalogue. Key achievements include● Development of a complete commercial-based segmentation of the home shopping customer base. Created segments around Top Shoppers, Casual shoppers, Inactives and New customer segments, around which all marketing activities were based delivering 25% increase in active customer strength and sales.