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Maren Colon

Fueling Innovation with Excellence in Analytics



Grayson Clarke, Senior Vice President, APT, a Mastercard Company


Consumer expectations have fundamentally shifted, forcing banks to adopt new strategies to acquire customers and grow relationships. Whether it is lucrative new rewards or innovative mobile features, banks are making big bets to differentiate themselves from the competition. Should you offer 25,000, 35,000, or 50,000 points for new customers next month? How should each offer vary by product type, customer segment, and channel? With complex, multi-touch customer journeys becoming increasingly common, how can you assess the true return on each investment?

Leading banks are answering these questions by taking a holistic view of each customer across products and channels. With rigorous experimentation and forecasting at scale, innovative banks are able to understand which action to take next, with each customer, to best grow the business. Join this session with APT Senior Vice President Grayson Clarke to learn how your organization can leverage a new approach to analytics to drive higher returns.


  1. Banks have changed how they reach their customers and are making huge bets, but analytics needs to catch up to this new reality to inform data-driven decisions
  2. Rigorous experimentation and accurate forecasting are challenging to get right, but can unlock incredible value if done well at scale
  3. By breaking out of organizational siloes and gaining a cross-channel, cross-product view of each customer, banks can get a leg up on the competition


  1. Learn how the most analytically sophisticated financial institutions assess different strategies to best acquire customers and grow relationships
  2. Hear tips about how to better leverage data from across the business to take a holistic view of each customer 
  3. See how rigorous experimentation and accurate forecasting can significantly improve returns for your organization 

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Grayson Clarke

Senior Vice President, Applied Predictive Technologies, a Mastercard Company

Grayson Clarke is a Senior Vice President and Head of APT's North America Financial Services practice, based in Washington D.C.  Prior to APT he worked at Capital One, where he led the Venture Card business and was head of Credit Card Strategy.  Grayson has also worked at Bain & Company as a consultant on financial services and private equity engagements, as well as at LexisNexis, leading their Credit Risk & Analytics business.  He holds a Master of Business Administration from Harvard Business School and Bachelor of Science in Mechanical Engineering from Virginia Tech.


11/08/2017 at 2:00 PM (EST)   |  60 minutes
11/08/2017 at 2:00 PM (EST)   |  60 minutes Please click the button to the right to access the webinar.