T. Scott S. Clendaniel
Business Intelligence, CRM and Data Mining Consultant
3719 Yolando Road • Ednor Gardens • Baltimore, Maryland 21218-2042
M:443-632-8650
Services
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Resume
T. Scott Clendaniel
3719 Yolando Road
Baltimore, MD 21218
(443) 632-8650
Scott@The-Modeling-Agency.com
Highlights
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* Ranked in highest single percentile on Naymz Reputation Network
* Named to Baylor University's CRM Corp of Experts
* Over 20 years' experience in Data Mining and CRM, including:
- Analytic data mart development and optimization
- Database marketing and CRM program design and implementation
- Data mining algorithm selection and combinatorics
- Process design and documentation
- Report generation and automated decisioning
- Software selection, implementation and staff training
* Web analytics veteran, including sub-second model execution
* SAS-certified, SQL-hardened and Affinium Suite user for 12 years
* Nationally recognized speaker and writer in data mining and CRM
* Most importantly, EXCELLENT people and project management skills :)
Partial Client List
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* AARP * Bristol Myers Squibb
* Daimler Chrysler * Dell Computers
* Equifax/ Certegy * Kohl's Department Stores
* Los Angeles Times * Royal Bank of Canada
* St. Jude Children's Hospital * Starwood Hotels (Sheraton)
* United Healthcare * Wells Fargo
Experience
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Senior Consultant
The Modeling Agency, February 1999- Present
* Wide variety of data mining assignments for over 25 clients, including
developing almost 100 predictive models for industries such as
banking, cellular, healthcare, hospitality and non-profits.
* Boosted performance of AARP?s acquisition predictive model by more than
15%, exceeding internal and external vendor?s previous ?high scores.?
* Saved St. Jude Children's Research Hospital approximately 45% on
mailing costs while increasing donation levels more than 20%, as well
as identifying virtually 100% of donations within just 20% of the
solicitation file.
* Raised Sheraton Hotels' response rates by more than 50% for
destination promotions.
* Built web-based fraud detection models with sub-second decisioning for
I4Commerce's Bill Me Later product, evaluating up to 1 million
purchases per day.
* Built custom predictive models equivalent to a full-time team of 11
for check-processing giant Equifax/ Certegy, including custom
applications for Sears, Best Buy, Dell and others.
* Created and deployed unique Customer Analysis Protocol for Alltel
Cellular's marketing division, allowing immediate data
mining "triage" for entire marketing staff.
* Created modeling processes that reduced time to implementation by
more than 70% while increasing performance.
Vice President, Consumer Lending
Bank of Hawaii, June 1997 - January 1999 (division sold to AMEX)
* Increased 5-year net income by $20 million by revitalizing product
lines and processes.
* Launched organization's first data mining initiative for customer
targeting and analysis.
* Led full-time staff of 7 in managing credit card and consumer loans
for a $4 billion international portfolio.
* Designed, planned and executed direct mail, telemarketing and point-
of-sale promotions across 120 branches.
* Slashed credit card enhancement costs by more than 30% while
increasing portfolio offerings.
* Worked as end-user team leader for data warehouse design.
Vice President, Director of Credit Card Acquisitions
CoreStates Bank of Delaware, January 1996 - May 1997 (bank sold to First Union)
* Responsible for all new account acquisitions, managing $8MM budget
and a staff of four for a $45 billion regional bank.
* Launched data warehouse project for acquisition programs, as well as
department's first predictive response models.
* Generated135,000 accounts in 12 months through nationwide direct
marketing channels.
* Launched 10 new products in 8 months, including Philadelphia 76ers
MasterCard and Philadelphia Flyers MasterCard.
Assistant Vice President, New Product Development (All Credit Products)
NatWest Bank, 1995 (bank sold to Fleet)
* Revitalized home equities by reducing acquisitions cost by 30% and
cycle time by over 50%.
* Developed and directed bank's first home equity telemarketing
programs.
* Served on strategic planning committee for credit cards and home
equity products.
* Successfully created new pre-approved installment loan programs
directed at attracting female minority heads-of household, improving
the banks HMDA and CRA numbers.
Assistant Vice President, Affinity Cause Marketing
MBNA America Bank, April - December 1994 (function outsourced to Kessler
Financial)
* Managed $6MM acquisitions budget for 400 affinity groups, generating
70% of sector's accounts.
* Successfully launched predictive models for two products, generating
90% of accounts from 50% of leads available.
* Designed and implemented automated forecasting systems for full-year
telemarketing projections versus budget.
Assistant Vice President, Premier Edition
Citigroup (CHOICE division), March 1986 - March 1994 (division relocated to NYC)
* Promoted to this position after holding managerial roles for Citibank
CHOICE, Citibank Telemarketing Services, and Citibank Ready Credit
Divisions.
* Managed cross-organizational marketing function for portfolio of 6.1
million accounts, including coordination of products development
efforts, systems implementations and acquisition offers.
* Identified target market populations and market needs, developing
products enhancements for concept testing through implementation of
back-end analysis.
* Interfaced with customer service to coordinate training materials,
copy development, and strategies for handling customer inquiries and
re-pricing initiatives.
* Managed research function for product line, including customer
perception surveys, diary panels, focus groups and competitive
product use.
* Awarded corporate-wide Service Excellence Award.
ALGORITHMS
* ANOVA
* Backpropogation Neural Networks
* CART- Classification and Regression Trees
* ChAID- Chi Square Automatic Interaction Detection
* Genetic Algorithms
* Linear Regression
* Logistic Regression
* Naïve Bayes
SOFTWARE
* Affinium Model and Campaign (certified trainer and consultant)
* BASE SAS, SAS STAT, SAS Enterprise Guide and SAS Enterprise Miner
* Business Objects
* Clementine
* Netezza SQL
* ORACLE SQL
* SPSS
* SQL Server
* SQL Navigator
* Statistica Data Miner
* TOAD
EDUCATION
* Masters of Business Administration, University of Baltimore, 1990.
* Bachelor of Science in Management, University of Baltimore, 1986.
Education
University of Baltimore
University of Baltimore
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