While at Naked Wines, Brian helped the business increase former customer acquisition by 25% with 0 incremental cost through a targeted direct mail program. This program involved using historical direct mail A/B test campaigns to create a model that predicts incremental acquisition lift. Additionally, another model was created to predict the incremental lifetime value of the direct mail campaign. When combined together, these two models allowed very precise predictions of ROI from every single piece of direct mail enabling a 25% increase in acquisition while holding spend flat.

At Recurly, Brian launched the first ever subscription benchmarks on the Recurly platform. This suite of dashboards provided Recurly’s merchants with insights into relative performance for key subscription performance metrics including churn and acquisition. This project also involved a suite of playbooks to boost performance in each of these metrics. The experience provides Brian the ability to quickly understand areas of opportunity for improving performance of subscription companies.

While at Dish Network, Brian automated the calculation of customer lifetime values which enabled faster more accurate analyses of strategic initiatives. This automation meant that every single customer had a near real time prediction for customer lifetime value that was over 90% accurate. With this automation, the finance team was able to generate detailed and accurate analysis to ensure that major company initiatives had positive ROI. These projects ranged from new marketing promotions to customer hardware cost analyses to adjusting the business’s credit score qualification program. The impact of just credit score qualification changes brought in over $60M per year in incremental customer lifetime value and led to record low churn in 2018 and beyond.