DIRECTV, the world’s leading provider of digital television entertainment, announced today that Adam Braff has joined DIRECTV as senior vice president of Business Analytics, reporting to Paul Guyardo, EVP, Chief Revenue & Marketing Officer.
Adam Braff, Senior Vice President of Business Analytics (Photo: Business Wire)Braff, former head of Customer Data & Analytics at JP Morgan Chase, will oversee in-depth analysis and insights of U.S. subscriber dynamics to drive continued enhancements in the acquisition of quality subscribers, customer loyalty, lifetime value, programming negotiations, and the optimization of DIRECTV Everywhere and DIRECTV’s Addressable Advertising Platform. “It’s exciting to be at a company that realized the power of customer analytics and big data to win in the TV marketplace long before competitors started to catch on,” said Braff. “No matter how good you are, you’ve always got to raise your game. That’s exactly what Adam will do for our analytics,” said Guyardo. At JPMorgan Chase, Braff built a team responsible for optimizing the use of customer data across all of Chase’s consumer businesses to enhance marketing, risk, anti-fraud, customer experience and operations decisions. Prior to Chase, Braff spent ten years at McKinsey & Company, where he co-founded the North American Customer Experience practice and was the partner in charge of delivering actionable results to Fortune 500 clients in several industries. Braff began his career as a lawyer for Hogan & Hartson (now Hogan Lovells) after earning his J.D. from the University of Virginia, where he served as executive editor of the Virginia Law Review. Braff also holds an A.B. degree in linguistics from Brown University and began his undergraduate work at the Massachusetts Institute of Technology. A published author and lecturer on applied uses of big data, Braff is a renowned expert on customer lifecycle management and customer experience. He previously served on the National Board of Directors of the Council of Better Business Bureaus.