At CYBAEA, we are passionate about value creation and delivering commercial results. We help organizations identify and act upon opportunities in the areas of:

  • Customer Value Management (CVM), including acquisition, churn, cross-sell, segmentation, and more, across online and offline channels and industries, both B2C and B2B.

  • Customer Experience and Advocacy, including Net Promoter System (NPS) and Net Promoter Economics, customer journey optimization, and customer experience.

  • Innovation and Growth, including data-driven product and proposition development, data monetisation, and distribution and sales strategy.

We are commercially-driven scientists, customer experience experts, strategic thinkers, and practical hands-on doers. We can help you discover your opportunities, paint your vision, align your organization, and deliver the bottom-line results.

Our clients find that Customer Value Management typically delivers additional 5% annual EBITDA growth, which is directly and robustly measurable as much of it comes from direct (BTL) marketing. Customer Experience and Advocacy projects typically deliver in the region of 20% EBITDA improvement, but is harder to measure robustly because you need to go above the line (ATL) for this level of impact.

Innovation and Growth is a strategic imperative and we help with both burning-platform, innovate-or-die situations and with creating a culture of innovation, taking the best from science but in a commercial context with a clear focus on the bottom line. We make your scientists (including Data Scientists) effective in your business.

We don’t just analyse or strategize; we actively work with you to execute on that knowledge to drive the results that make a difference. We have been in business since 2002. We are based in London with an international network of associates and partners both off-shore and near-shore. We have a growing set of case studies.

Your success is ensured by using the best combination of local and remote resources for effective engagement combined with a razor-sharp focus on delivering commercial value through quick projects with measurable results. We offer flexible engagement models including project delivery, as-a-service, and interim management, all with world-class people, processes, and technologies.

Contact us now and let us work together.

What we do

We help you make money and achieve breakthrough business results. We understand business; we understand customers; and we understand data. We do analytics-as-a-service, projects, and interim management; we build Customer Insight and Customer Value Management (CVM) functions. See our services for how we do it and read our Journal for examples of our current thinking.

Contact us now and let us help you achieve lasting success.

Data and analytics

We are known for Data Science, Deep Learning, and Predictive Analytics, but that is only a means to an end. Analytics is not the goal. You may want to increase profits or revenues, treat your customers better, or improve people’s lives or their security. Whatever your goal is, it is our goal too, and we will work tirelessly with you to achieve your ambition, giving you all the support you need (and getting out of the way when you don’t need us).

Yes, we “do” Big Data, predictive analytics, customer segmentation, and all the other elements of data analysis and machine learning. We really understand data and what it can do; we can make your data talk. But we also understand business, making money and getting results, and we understand customers and how to treat them.

We know how to put it all together. The data, the business, the people. We know how to make it work, we understand how to get the results and how to sustain them.

Recent articles from our Journal

Explorers and farmers: What is a ‘Data Scientist’?

27 March 2017

I am not sure the term ‘Data Scientist’ means anything anymore. As often happens with new buzzwords, they take on a life of their own and the original meaning becomes diluted. But I do think the term was useful and could be useful to distinguish from other data related functions in the organization, and I feel it is worth reclaiming the term for this precise usage.

Read more (~1190 words)

Bringing dinosaurs back to life: the future of insurance

13 March 2017

The Economist has two articles on the future of Insurance. The first article estimates that the US general (P&C) insurance industry had a combined ratio of 100.3% in 2016, ie a net loss, due to its complacent refusal to modernise and a stubborn reliance on manual processes. It proposes two ways out:

Read more (~500 words)

What is wrong with lift curves

31 October 2016

The first part of our Marketing Analytics Using R course covers campaign analysis with test- and control groups and campaign optimisation using lift curves and predicted responses. Among the many topics covered, we discuss what is wrong with lift curves. They are a standard tool in marketing to select a target group for a campaign based on predicted response propensity, but they way they are used is wrong, or at least sub-optimal.

Read more (~760 words)