More Than 150 Executives from Leading Companies from Across the EMEA Region Attend APT’s 6th Annual Test & Learn Summit in London

9月 28, 2017

LONDON–On September 26, business leaders from organisations across industries in the EMEA region gathered for the 6th Annual Test & Learn Summit at the Waldorf Hilton in London, to share best practices for leveraging APT’s analytics software suite to drive business value. Attendees represented over 40 leading companies, including Boots, Dixons Carphone, Ackermans and more.

Rupert Naylor, Senior Vice President, APT, opened the summit with a keynote on Tuesday morning. “In the EMEA region, there has been growing adoption of business experimentation,” Naylor said. “Now more than ever, organisations are leveraging analytics to unlock the value of their data, enhancing decision-making and driving value.”

Patrick O’Reilly, President and Chief Operating Officer, APT, also spoke, addressing how to effectively leverage business experimentation and artificial intelligence. “New technologies such as Machine Learning and artificial intelligence will be very powerful; however, using them effectively requires a clear understanding of where they are and are not well-suited to help in business decision-making,” O’Reilly said. “As companies consider new innovations, no amount of modeling can tell them how customers will respond. Experimentation is the only way to measure the true impact of new programs on the business overall, and inform your broader strategy.”

In addition to the keynote addresses, attendees participated in more than 12 interactive breakout sessions. The breakout sessions covered topics such as:

  • Using Test & Learn® to Make the Best Pricing & Promotional Decisions – This session covered how organisations can leverage APT’s Test & Learn® software to understand which promotions and discounts drive incremental customer behaviour, and which just give value away

  • How Brick-and-Mortar Retailers Can Survive in the Wake of Digital Competition – This session discussed the strategies organisations are implementing to keep pace in an increasingly digital retail environment

APT’s next EMEA Test & Learn Summit will be held in September 2018 in central London.

About APT

APT, a Mastercard Company, is a leading analytics software company that enables organisations to rapidly and precisely measure cause-and-effect relationships between business initiatives and outcomes to generate economic value. Our intuitive and proprietary Test & Learn® software utilises sophisticated algorithms to analyse large amounts of data, enabling business leaders to conduct experiments and allowing them to make optimal decisions and implement business initiatives at scale. APT also offers products that support decision-making for specific business needs, including transaction analysis, space planning, promotion design, category management and location selection. Visit to learn more.