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.
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