Telecom and media
For the satellite service provider DirecTV, then the #2 pay-TV company in the world, Adam served as the most senior analytics executive, overseeing business analytics in support of the $24 billion U.S. revenue organization and its 20 million subscribers. Adam led a team of 70 data scientists, statisticians, and analytical managers to drive customer acquisition in direct and indirect channels, cross-sell, retention, digital, mobile, and advertising sales.
Adam directed analysis of unstructured big-data sets, including website clickstream data and granular viewership data from set-top boxes, and text mining, and applied the results to the negotiation of programming deals, data monetization via sale of anonymized data to third parties, and root-cause analysis and forecasting of churn.
As a result, Adam’s team achieved impact exceeding $350 million in aggregate value creation, including a 2% lift in customer acquisition, a 1% offset to rising churn, a double-digit percentage increase in addressable advertising sales, and substantial improvements in customer lifetime value. In 2015, AT&T acquired DirecTV for $49 billion, a 30% premium to its pre-deal enterprise value.
Other impact
- For telcos in four countries, Adam launched and optimized inbound call center “save desks,” including the hands-on training of managers and marketing personnel, to build capabilities for sustainably significant incremental EBITDA (in the two largest cases, $200 million and $100 million annual impact)
- At an integrated Latin American telco, Adam led an analytics transformation that uncovered more than $80 million in annual EBITDA opportunities, and helped launch the first wave of implementation pilots to capture this value before transitioning the capability to client personnel
- Adam improved capabilities within the B2B telesales division of a large U.S. telco, enabling the capture of more than $50 million in annual revenue, through the creation of enhanced management information systems as well as optimized hiring, performance management, coaching, and incentives
- In the small-to-medium business division of a European telco, Adam turned around a struggling customer experience program by leading a combination of an analytic team that identified the true drivers of customer dissatisfaction and an implementation team that improved transactional satisfaction by 35 NPS points.