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:

Keeping Our Skills Fresh: Predicting The FIFA World Cup 2018 Results

In 2015, we predicted the Rugby World Cup to great success, out predicting 99.68% of humans. In 2016, we predicted the results of the Oscars, accurately predicting DiCaprio’s first win. This year we'll be trying our hand at predicting the outcomes of the FIFA Football World Cup, and we're cautiously optimistic about our predictions.

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.

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