Retaining And Winning Back Profitable Customers

Michael Penney EVP Analytic and Strategic Consulting Epsilon

Mr. Penney leads the Analytic and Strategic Consulting organization at Epsilon. He worked at Epsilon 1999-2001 and rejoined the company in 2007.

Mr. Penney’s experience includes six years at McKinsey & Company and five as an executive at AT&T in the professional services organization. Previously, he led worldwide applications systems development for Oral-B Laboratories and began his career as a consultant at Accenture. Over the years, Mr. Penney has consulted in over 30 countries on six continents to many of the world’s largest companies. Representative marketing-related projects include:

• Consumer-packaged goods – Working with several companies to determine how to use transactional information to build tailored programs for individuals stores for all marketing elements; Additionally, working with HQ-based groups to determine how deploy direct-to-consumer communications effectively in multi-brand and multi-national environments.
• Financial Services – Developing customer acquisition strategies and plans with an insurance company; improving a credit card company’s penetration of, and effectiveness with service establishments; helping a retail bank improve retention of auto-lease customers.
• Travel and Hospitality – Creating a cross-channel sales and marketing strategy for a European airline; developing customer contact strategies and operational plans for a number of the major U.S. carriers; working with travel agencies to improve cross-channel communications; defining performance measures and measuring marketing performance at over 100 hotels for a lodging real REIT.

Mr. Penney has bachelor and masters degrees in finance, and is a licensed Principal with the NASD. He has been published in Target Marketing magazine, spoken at SuperComm regarding the use of electronic marketing, presented at the Council of Logistics Management national conference about optimizing distribution logistics, and was a guest speaker at the Air Transport Association on the influence of the Web and electronic travel agencies.