Who Should Attend?

Marketing and business leaders, including executives, vice presidents, directors, managers and analysts – people who desire to learn how to maximize the economic value of customer relationships.

Why You Shouldn't Miss This Webinar

Customers are your primary – perhaps exclusive – source of cash flow. Knowing which ones are most profitable is key to maximizing future economic value. This webinar explores how using predictive analytics and a Customer Lifetime Value (CLV) methodology can provide the framework for a strategy that focuses on every level of customer engagement, from brand awareness to customer loyalty and retention.

Enterprise Holdings, the largest car rental company in the world and owner of the Enterprise Rent-A-Car, Alamo and National brands, recognized an opportunity to partner with SAS and use CLV to understand and maximize relationships with its customers.

Join us as we speak with Brian J. Curtin, Vice President of Marketing Services with Enterprise Holdings, as he provides real-world, experienced insight into the value of CLV and best practices for a successful CLV implementation.


Brian J. Curtin Brian J. Curtin
Vice President, Marketing Services
Enterprise Holdings

Brian Curtin leads marketing services initiatives for Alamo Rent-A-Car, Enterprise Rent-A-Car and National Car Rental. His team's responsibilities include analytics and reporting, database applications, performance media, brand identity, marketing procurement and business administration for the three brands. Curtin's car rental career began in 1990 as a management trainee with Enterprise Rent-A-Car in Boston. He relocated to St. Louis in 1999 to take a marketing analyst position at Enterprise's corporate headquarters and subsequently held a variety of roles in the marketing and communications areas.
Curtin grew up in Cambridge, MA, and received a bachelor’s degree in anthropology from Harvard University in 1989. 

David OgdenDavid C. Ogden
Principal Analytics Consultant

David Ogden has more than 20 years of experience in statistical analysis and predictive modeling. Ogden's business experience has spanned operations and financial analysis, database marketing, acquisition and retention strategy, with a specialization in customer lifetime value methodology.

Ogden has designed solutions in a diverse range of industries, assisting customers with business challenges that require a variety of predictive modeling applications, including early-warning systems, strategic cost and revenue management, long-range economic modeling, process improvements, marketing optimization, scenario analysis, and forecasting.

Prior to his consulting and corporate experience, Ogden taught college mathematics and statistics at Wichita State University. 

The Series Overview

The 2011 Applying Business Analytics Webinar Series will focus on enabling your organization to make strategic business decisions that optimize enterprisewide performance, and explain why it's critical to integrate business analytics into your overall business strategy.

Discover how SAS delivers on the promise of business analytics through the combined strengths of the SAS Business Analytics Framework – comprising industry and line-of-business solutions that include data management, analytics and reporting – and hear directly from current SAS customers about the application of these solutions, from implementation to results. Learn more.

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