Craig Parfitt is Managing Director of OAL, where he is responsible for driving the business forward by helping companies such as Vodafone UK and O2 Ireland take advantage of the latest advances in predictive analytics to address customer churn and retention issues.  

Craig has both a business and academic research background in the application of the analytic technologies which are driving the advances in customer relationship management for the telecoms industry.

He has worked in the U.S. and Europe and his previous roles include Director of Decision Sciences, EMEA, for Carlson Marketing and a distinguished period at Capgemini, where he helped advance their adaptive marketing expertise.  Craig also architected the solution to support consumer personalisation at British Sky Broadcasting and was part of the customer insight team at Detica in the UK. 

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