APT Brings Together UK Businesses to Discuss Experimentation Techniques to Enable Better Business Decisions

  APT Brings Together UK Businesses to Discuss Experimentation Techniques to
                       Enable Better Business Decisions

  PR Newswire

  LONDON, October 23, 2012

LONDON, October 23, 2012 /PRNewswire/ --

Applied Predictive Technologies (APT), the world leader in providing Test &
Learn solutions, has brought together executives from some of the UK's leading
companies (including Boots, Asda, Signet and others) at a summit in London to
share best practices for the use of predictive analytics and experimentation
techniques in making business decisions.

APT chairman Jim Manzi opened the conference with a keynote address which
explored the application of Test & Learn and how it can inform organisational
decision-making in an increasingly volatile, uncertain and changing
marketplace. Jim is a world authority on using pattern recognition for sales
and marketing applications, and his models have been implemented by leading
corporations around the world including WalMart, Abercrombie and Fitch, and

Additional breakout sessions encouraged discussion on topics including
cutting-edge merchandising; how to put effective testing agendas into place;
and creating a culture of experimentation.

APT's Test & Learn, a suite of sophisticated software tools, is designed to
help companies and retailers reduce the risks involved in making changes to a
business' activity by systematically testing a course of action with a subset
of stores or customers. The results of these tests determine how a company
should proceed to make changes.

Charles Davis, Vice President, Corporate Strategy at Delhaize Group, said:
"Test & Learn has made a tangible difference to the way we do business: being
able to test our ideas and programmes before implementing them has helped
generate value that we would not have otherwise generated and helped us
understand what programmes really worked versus which ones did not."

Of the summit, Jim Manzi said: "It's very exciting for us to be able to gather
together a group of people who are committed to using proven experimentation
techniques to maximise the returns of their business. We know that Test &
Learn has had a powerful impact for leading companies across the world; the
stimulating debate we've had at the summit has provided us with real
inspiration for the future.

"There is significant potential in the UK and Europe to embrace this method of
decision-making in business, and give people greater confidence to make some
seemingly counter-intuitive decisions in a difficult economic environment."

About Applied Predictive Technologies

Applied Predictive Technologies (APT) is the world leader in helping
organizations harness the potential of Test & Learn, a powerful fact-based
approach for choosing, targeting, and tailoring strategic and tactical actions
for maximum impact and profitability. More than 50 Global 2000 leaders have
licensed APT's solutions, including Starbucks, Kraft, Wells Fargo, Holiday
Inn, Staples, Lowe's, Victoria's Secret, Food Lion, and Toronto Dominion. APT
has offices in London, San Francisco, Taipei, and Washington, D.C. Learn more
about APT at: http://www.predictivetechnologies.com .

Contact: Press Contact: Hannah Wallis and Chris Clarke, Kwittken + Co,
+44(0)20-7401-8001, hwallis@kwitco.com / cclarke@kwitco.com
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