The Data Analytics Blog

Our news and views relating to Data Analytics, Big Data, Machine Learning, and the world of Credit.

Francel Mitchell

Francel Mitchell

Francel Mitchell is the Head of Decision Analytics at Principa. Francel’s team has a winning track record using descriptive, predictive and prescriptive analytical techniques within the financial services, marketing and loyalty sectors. Utilising available data and through the application of advanced analytical techniques, the team takes pride in their ability to predict human behaviour that can be used to assist business in making profitable decisions.

Recent Posts:

Using Data Analytics to Predict Churn

According to this article by Frederick F. Reichheld in the Harvard Business Review, the average company loses about half its customers in a five-year period. When customers see a loss of value, they churn. The ultimate goal of a great loyalty strategy is to increase the perception of your solution’s value in the eyes of your customer, exactly when you need to. To achieve that, you need to be able to predict churn, many in the industry turn to leading (or lagging) indicators to indicate where efforts need to be focused.

How Machine Learning Can Improve Direct Marketing Results

With direct marketing, you likely have a benchmark success rate from previous similar campaigns that you base your goals on, and you try to optimise it through various strategies, whether by trying to offer the best deals or by using behavioural tactics.

A Data-Driven Approach to Acquisition Lead Selection: FAQ

Can you test a different approach? Is it better to use one or multiple channels? Is this approach really successful? My team and I frequently get asked these and other questions on a data-driven approach to acquisition lead selection. In this blog, I’ll answer some of the most frequent questions.

How to Use Data Analytics to Inform Your Acquisition Strategy

There are many benefits to using a data-driven approach to lead selection, including higher conversion rates and improved ROI. In this second blog of our mini-series on using advanced data analytics in your acquisition strategy, we’ll discuss the data that will form the basis of your approach.

A Data-Driven Approach to Lead Selection: The Why, What and How

Every marketer is faced with a common challenge: improving conversion rates of your marketing campaigns whilst optimising marketing spend. This sounds straightforward (or so every non-marketer thinks), but is actually much easier said than done, at least when using traditional approaches.

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