Mr. Antony Ugoni
Team Leader Customer Analytics
National Australia Bank

Bio

Antony’s career began in epidemiological surroundings as a Biostatistician to the Alfred Group of Hospitals jointly with Monash Medical School, and then as a lecturer in Biostatistics at the University of Melbourne. Antony still provides statistical support and advice to this industry, and is a co-author on more than 50 peer reviewed articles in medical research. During his time in academia, Antony also consulted to a range of other industries including Finance, Agriculture, Civic Planning, Gaming, Telecommunications and Tourism.

In 2000, Antony joined the National Australia Bank to lead its Credit Card Fraud Analytics Group (the first of its kind in Australia) and over the following 3 years, through the use of data driven insight, assisted in the reduction of fraud losses of more than 50% in an environment where industry losses were growing at a rate of 30% per annum.

In 2003, Antony moved over to the NAB’s analytical marketing group (National Leads) and was given the opportunity to lead the Customer Analytics team soon after, and continues in this capacity today.

Antony holds an MSc from LaTrobe University and is an Associate at the School of Physiotherapy, University of Melbourne.

LinkedIn Account: http://au.linkedin.com/pub/antony-ugoni/4/479/84a

Presentation Title

The perils of becoming too insightful

Presentation Abstract

Integrating the Head Office analytic CRM efforts into the salesforce processes can be a thoroughly challenging task. If, however, you are able to overcome the typical hurdles that cause CRM implementations to fail, there is some danger of momentum and enthusiasm conspiring to produce an environment where your sales channels are “drinking from a fire hydrant”. What happens when your CRM journey takes you to the point of being too insightful? Too much insight coupled with a wealth of channels to deliver through has provided for some unforeseen but welcome issues to deal with at National Australia Bank. This presentation discusses a sample of these issues, and the steps that are being taken towards remediation.