Adam Whybrew founded Boston Consulting Group's GAMMA data science team in Asia Pacific and has supported more than 300 BCG projects. He focuses on financial services, retail, pricing, public sector, and personalization applications. Adam applies advanced analytics techniques to improve profits and/or service quality for clients in a range of industries.

Adam helped four clients build personalized marketing systems, improved promotional efficiency for multiple retailers and consumer goods companies, helped several companies to develop data partnerships, managed churn, cross-sell and upsell, and developed optimal physical footprint models in a range of customer-facing and infrastructure industries.

Adam developed BCG's internal analytics training materials that have been used by more than 1,000 staff members. Before joining BCG Adam was global head of sales and marketing for two high-tech companies.

AREAS OF EXPERTISE

  • Machine learning applications
  • Personalization
  • Pricing and markdowns
  • Fraud and credit risk
  • Use-case identification and prioritization
  • Churn modeling
  • Promotions and net revenue management
  • Artificial intelligence and machine learning

EDUCATION

  • PhD, physics, first-class honours, Cambridge University
  • PhD, laser physics, first-class honours, Oxford University
  • MBA, Melbourne Business School

Publications and Videos

The Next Frontier in Personalization

The Next Frontier in Personalization

Companies need to know what works for each individual customer.
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A Better Approach to AI in Government Services

Screening for the high-risk cases is the default in AI risk assessment. But finding the low-risk cases is a much better place to start.
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The Citizen’s Perspective on the Use of AI in Government

Realizing the full potential of AI will take more than developing IT capabilities. The public must trust that its use will be both legal and ethical.
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Using Advanced Analytics to Improve Operational Decisions

Managers who have relied on trusted rules of thumb to make complex decisions now have a powerful alternative. Advanced analytics can improve decision making and unlock significant value.
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When “Asset Light” Is Right

A BCG survey of 2,687 large companies found that asset-light models deliver stronger financial results—especially if used with “smart controls” that improve coordination and knowledge sharing.
Deep Expertise, Broad Experience