KUNTER KUTLUAY

Finansbank

Executive Vice President

SHOOTING IN THE DARK

This session is about the vital role of analytical thinking in retail industry…

Long misread loyalty systems, campaigns, coupons and gifts are like shooting in the dark: Lots of bullets to spend for a very few results. We are satisfied with 1% campaign success where 99% of efforts is wasted. This result might have been achieved even without the campaign itself.

In that case, how are we to understand whether these customer deals are rewarding for the company or not?

Kunter Kutluay, looks for the benefits of analytical thinking and the real data behind statistics. He aims to discover the facts that we normally underrate and fail to see: “The key point is to know what you are looking for and to ask the right questions.”

KUNTER KUTLUAY Kunter Kutluay worked for Toshiba, General Electric, and Microsoft as a sales manager and for McKinsey&Company as a consultant. He later worked on analysis and data mining technologies at Kratis where he was a founding partner. Following an assignment with the Fortis Bank as the portfolio analysis director, he joined Finansbank in 2006 as the marketing and credit analysis group chief. He has served as Finansbank's retail loans (credits) coordinator between 2008-2011 and later was made card payment systems coordinator in February 2011. Since May 2011, he continues to work as the Executive Vice President in Finansbank.