Workshop Instructors

Robert Cross


Robert G. Cross
Chairman and CEO, Revenue Analytics
Author, Revenue Management: Hard-Core Tactics for Market Domination

 
Robert G. Cross, Chairman and CEO of Revenue Analytics, is widely recognized as the foremost expert in the field of Revenue Management. He guides Revenue Analytics' strategic vision and provides a wealth of industry expertise. Bob is actively involved in client work, and his leadership has been instrumental in helping develop leading Revenue Management capabilities for his clients, including General Motors, Marriott International, and InterContinental Hotels Group.

Called the "Guru of Revenue" by The Wall Street Journal, Bob also founded Talus Solutions Inc., a company credited with creating billions of dollars in value for clients such as ABC, Delta Air Lines, Ford Motor Co. and UPS. Talus was acquired by Manugistics Group Inc. in December 2000 for $366 million.

Bob wrote The New York Times business bestseller, Revenue Management: Hard Core Tactics for Market Domination (Broadway Books 1997). The book has been published in French, German, Japanese, Korean, Chinese, and Portuguese.

Also, he has also served as a Distinguished Executive-in-Residence at the Terry College of Business at the University of Georgia.

Session Featuring This Speaker
Friday, Oct. 7, 2011
Practical Ways to make Technology more Productive and Less Disruptive
8 a.m. – 10:00 a.m.

 

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Sharon Hormby


Sharon Hormby

Senior Director, Total Yield Systems
Marriott International



Sharon Hormby, Senior Director, Total Yield Systems at Marriott International, is a marketing and systems professional who has spent over 20 years bridging the gap between technology and business. A pioneer in the field of Revenue Management, Sharon is leading a team of business, technology and operations research associates who are building innovative solutions to manage, the total assets of Marriott hotels. These solutions are used by revenue analysts, sales managers and hotel leaders throughout Marriott's portfolio. In addition, she oversees several analytical tools in wide use and the analysis of benefits versus business case for the new systems.

Sharon has a B.A. in French/Linguistics from Clark University, a B.S. in Computer Science from the University of Maryland and an M.B.A. from The Wharton School at the University of Pennsylvania.

Session Featuring This Speaker

Friday, Oct. 7, 2011
Is Bigger Really Better? Bulk Pricing & Negotiated Deals
8 a.m. – 10:00 a.m.
 

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Dr. Senoah Lee


Dr. Seonah Lee

Director of Operations Research
Revenue Analytics



Dr. Seonah Lee is a Director of Operations Research for Revenue Analytics whose expertise is in optimization and management science. She has more than 10 years of experience in the field of Revenue Management in various industries including airline, telecom and hospitality. Some of her works include developing market response models, Price Optimization and Revenue Management systems for global hotel chains and airlines. Prior to joining Revenue Analytics, Dr. Lee worked as a Management Science Researcher for Korea Telecom and Northwest Airlines.

Dr. Lee earned a MS in Engineering from Massachusetts Institute of Technology and a PhD in Industrial and Systems Engineering at the Georgia Institute of Technology where she focused on hospitality Revenue Management.

Session Featuring This Speaker

Friday, Oct. 7, 2011
Time Series Forecasting with Excel
8 a.m. – 10:00 a.m.
 

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Andreas Puppa


Andreas Puppa

Director, Operations Research
Revenue Analytics



Andreas Puppa currently serves as Director of Operations Research for Revenue Analytics. In his role, he is responsible for the development of forecasting, price optimization and market response models for clients across a wide variety of industries.

Prior to joining Revenue Analytics, Andreas worked for JDA Software, Inc. as a Senior Operations Research Consultant. We was responsible for the market response modeling and the implementation of advanced pricing products for clients including Sears, Limited Brands International, Charlotte Russe, Telstra, Sommerfield and AT&T. Before assuming this role Andreas worked on implementing Revenue Management systems in the hospitality industry for clients including Hilton, Harrah's Entertainment, Red Roof Inn and Disney.

Andreas has over 14 years of experience in Revenue Management and Pricing. He holds a MS in Artificial Intelligence from The University of Georgia.

Session Featuring This Speaker
Friday, Oct. 7, 2011
Time Series Forecasting with Excel
8 a.m. – 10:00 a.m.
 

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Greg Cross


Mark Ferguson

Conference Co-chair
Steven A. Denning Professor of Technology and Management
Georgia Institute of Technology


Dr. Mark Ferguson is the Steven A. Denning Professor of Technology and Management and the John and Wendi Wells Associate Professor of Operations Management at Georgia Tech's College of Management. He received his Ph.D. in Business Administration, with a concentration in Operations Management from Duke University in 2001. He holds a B.S. in Mechanical Engineering from Virginia Tech and an M.S. in Industrial Engineering from Georgia Tech.

Dr. Ferguson's research interests involve many areas of Pricing and Revenue Management. He is the coordinator for the focused research area on dynamic Pricing and Revenue Management at Georgia Tech and teaches M.B.A. and executive education courses on the topic. He also frequently serves as a consultant to firms helping improve their pricing and revenue practices.

Dr. Ferguson received best paper awards from the Production and Operations Management Society in 2005, 2006, and 2008. Several of his research projects have been funded by the National Science Foundation. Prior to joining Georgia Tech, he served as a Manufacturing Engineer and Inventory Manager with IBM.

Session Featuring This Speaker
Friday, Oct. 7, 2011
Introduction to the Science of Revenue Management and Price Analytics
10:30 a.m. - 12:30 p.m.
 

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Wendy Barber


Wendy Barber

Director, Revenue Management Strategy
Revenue Analytics


 
Wendy Barber is currently a Director of Strategy at Revenue Analytics where she leads engagements and consults with clients on pricing and Revenue Management analytics, strategy and processes.  Wendy has worked in the Operations Research and Modeling field for 14 years.  She has led engagements across multiple industries, including retail, airlines, and defense.

Prior to joining Revenue Analytics, Wendy was Director of the Operations Research Group at Macy's Inc. and served as an Enterprise Business Architect.  In these roles she was charged with designing and implementing several forecasting and optimization systems across pricing, merchandising and marketing.  In leading these projects, she was responsible for ensuring alignment of business strategy and technical solutions enterprise-wide.  Prior to her work at Macy's, Wendy spent seven years at Delta Air Lines in the Operations Research Group building analytical solutions to improve the on-board revenue, fleet planning, and passenger boarding business processes.  In addition to Retail and Airline industry experience, Wendy also has a background in the Department of Defense, where she designed wargaming exercises for the U.S. Army.

Wendy received her undergraduate degree from Auburn University in Industrial and Systems Engineering and is currently working on completing her MISE, also at Auburn.

Session Featuring This Speaker
Friday, Oct. 7, 2011
Secrets to Owning the Market: Competitive Strategies for a Transparent Marketplace
10:30 a.m. – 12:30 p.m.

 

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David King


David King

Director, Revenue Management Strategy
Revenue Analytics



David King currently serves as Director of Revenue Management Strategy for Revenue Analytics. In this role, he manages large scale client engagements to assess, develop and deliver industry leading pricing, inventory and Revenue Management capabilities.

Prior to joining Revenue Analytics, David worked for Continental Airlines as Director of Cargo Revenue Management. In this role, he was responsible for the airline's cargo Revenue Management including pricing, capacity control, and ecommerce. He was also responsible for Continental's cargo revenue planning and reporting. In addition, David's project team implemented Continental Cargo's sophisticated CRO (Cargo Revenue Optimizer) system which, based on early performance, improved bottom line revenue by 2.5% and increased forecast accuracy by 10%.

Prior to joining Continental, David was with Carnival Cruise Lines from 2002 to 2004, where he was responsible for the Revenue Management of multiple cruise ships off the southern and eastern coasts of the United States. In addition to 7 years of Revenue Management experience,

David brings several years of Domestic and International Operations Finance experience with American Airlines. David graduated from the McCombs School of Business at The University of Texas at Austin with a BBA in Finance in 1998, and earned his MBA from the Bauer College of Business Executive program at the University of Houston. David speaks English, Spanish & French and is currently learning Chinese (Mandarin). He enjoys international travels and cultural events.

Session Featuring This Speaker
Friday, Oct. 7, 2011
Secrets to Owning the Market:  Competitive Strategies for a Transparent Marketplace
10:30 a.m. – 12:30 p.m.

 

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Laurie Garrow



Laurie Garrow
Associate Professor, Georgia Institute of Technology

 

Professor Laurie Garrow's research addresses the development and application of advanced models of travel demand that integrate discrete choice, econometric, and market research methods to enhance understanding of travel behavior. Dr. Garrow earned her Ph.D. in Civil Engineering at Northwestern University, with an emphasis on travel demand modeling and airline passenger behavior. Her dissertation won first prize in the 2004 Aviation Applications Section of Institute for the Operations Research and Management Science and honorable mention in the 2004 Eric Pas dissertation competition sponsored by the International Association of Travel Behavior Research. Dr. Garrow is author of the text Discrete Choice Modeling and Air Travel Demand: Theory and Applications.

Dr. Garrow serves on the editorial board of the Journal of Revenue and Pricing Management and Transportation Research Part B. Dr. Garrow has five years of industry experience, including four years as an analyst in the Research and Development Revenue Management Group of United Airlines and one year as an analyst in the Customer Science Unit of Mercer Management Consulting.

Session Featuring This Speaker
Friday, Oct. 7, 2011
Advanced Revenue Management and Pricing Research Topics at Georgia Tech Marketplace
10:30 a.m. – 12:30 p.m.

 

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