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Applied Predictive Technologies

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Applied Predictive Technologies
IndustrySoftware as a service
Founded1999[1]
Founder
HeadquartersArlington, Virginia, United States[1]
Number of employees
600
Websitewww.mastercardservices.com/en/solutions/test-learn

Applied Predictive Technologies (APT) was a software company that provided business analytics software, designed to help large, consumer-facing businesses "reduce the risk of any new initiative by systematically testing the idea with a subset of stores, customers, or employees."[3] APT was acquired by Mastercard in 2015[4] and no longer operates as a standalone business.

APT argues that using systematic testing enables companies to measure the true incremental impact of any new initiative.[3]

Its "core value proposition is helping clients innovate more effectively through trial and error."[5]

History

APT was founded in 1999 by business consulting executives Jim Manzi (Oliver Wyman), Anthony Bruce (McKinsey & Company), and Scott Setrakian (Oliver Wyman).[6] Of founding APT, Manzi explained to The Washington Post that "a lot of the work I was doing as a consultant was very repetitive. I realized how much of it could be put into a software model.”[7] With venture capital from Devon Partners, it took Manzi and Bruce less than a year to develop and launch APT’s software tool. In 2006, the firm was backed by Accel-KKR, a private equity firm.[8] In 2013, Goldman Sachs invested $100 million in APT.[9]

APT was acquired by Mastercard in 2015.[4]

Software

APT's (now Mastercard's) software takes a statistically rigorous test and learn approach to business analytics, in which proposed changes are tried out on a small scale and then analyzed before being implemented everywhere. APT's approach follows a larger business trend, evidence-based management, in which the scientific method is applied to business decision making. APT's software automates the cycle described by the Harvard Business Review:[10]

  • Create a hypothesis
  • Design a test to gather information about the hypothesis
  • Execute the test
  • Analyze the test to determine how successful it was and what factors explain performance differences
  • Plan the rollout based on the analysis of the test

APT's software was noted in 2009 for its ability to present both a high-level summary of a test and deep analysis of the specific attributes that affect performance in the test.[11]

In February 2011, APT was awarded a patent that protects its core analytic technology for designing an in-market test and on matching test stores to control stores.[12] APT has since lost its key patent when it was invalidated in 2020 by the US District Court.[13]

Products

The firm provides its products as web applications Its current products include .[6]

  • Test and Learn for Sites (its flagship product, focused on analyzing remodelings, sales promotions, pricing strategies, and other changes made at the store level),
  • Test and Learn for Customers (focused on analyzing direct marketing and other customer offers),
  • Network Planner,
  • Market Basket Analyzer,
  • Merchandise Optimization,
  • Menu Optimization,
  • Category Management Insights,
  • Test and Learn for Ads.[14]

Competitors

MarketDial, a Utah-based company founded in 2016 by ex-BCG and -McKinsey consultants, is a direct competitor in this space. In 2018 Mastercard / APT brought a lawsuit against its only competitor.[15] After the court significantly trimmed the case, a MarketDial representative commented: "This order, along with the court's previous order dismissing APT's patent infringement claims against MarketDial, reinforce our belief that APT brought this case to stifle legitimate competition and to drive an upstart competitor from the market. MarketDial looks forward to being fully vindicated as the case proceeds."[16] The litigation is still ongoing in a federal district court in Utah and MarketDial continues to operate without hinderance.[17] As noted above, APT has lost its key patent because of this action.[13] The court is considering levying sanctions against Mastercard and / or its counsel for alleged illegal blocking of discovery.[18]

Clients

Named one of the top 10 tech companies to watch in 2012 by American Banker,[19] APT's clients span a wide range of industries and include Abercrombie & Fitch, Wendy's, Starbucks, Subway, Kraft Foods, Royal Bank of Canada, and more than 40 of the Fortune 500.[20] APT's Test and Learn for Sites software has been used for Wawa's tests on adding personnel,[11] IHG's tests on capital upgrades and promotional offers,[21] and Royal Bank of Canada's in-market tests on distribution operations strategies.[22] APT has also done work with Google in analyzing the impact of online advertising on brick and mortar stores.[23]

See also

References

  1. ^ a b "Applied Predictive Technologies, Inc.: Private Company Information". BusinessWeek. Retrieved 18 September 2009.
  2. ^ a b c "APT Management". Archived from the original on 16 October 2009. Retrieved 18 September 2009.
  3. ^ a b "Financial Times". Retrieved 7 December 2011.
  4. ^ a b "MasterCard Announces Acquisition of Applied Predictive Technologies".
  5. ^ "The Washington Post: Helping Retailers See If Their Promotions Are Hits or Misses" (PDF). Archived from the original (PDF) on 26 April 2012. Retrieved 7 December 2011.
  6. ^ a b Hayes, Heather B. (May 2006). "2006 Fantastic 50: Applied Predictive Technologies". Archived from the original on 27 June 2008. Retrieved 18 September 2009.
  7. ^ McCarthy, Ellen. "Applied Predictive Technologies Makes Consulting Automatic." The Washington Post 20 August 2001. E5. Print.
  8. ^ "Accel-KKR Portfolio". Archived from the original on 30 November 2009. Retrieved 18 September 2009.
  9. ^ "What does Goldman Sachs' $100m investment in APT mean for big data analytics?". 27 June 2013.
  10. ^ Davenport, Thomas H. (February 2009). "How to Design Smart Business Experiments". Harvard Business Review.
  11. ^ a b Fleenor, D. Gail (June 2009). "These Tests Are Positive". STORES Magazine. Archived from the original on 12 October 2009. Retrieved 18 September 2009.
  12. ^ "United States Patent No. 7,895,072". 22 February 2011. Retrieved 9 February 2012.
  13. ^ a b "MEMORANDUM DECISION" (PDF). 25 November 2020. Retrieved 23 December 2020.
  14. ^ "APT Products". Archived from the original on 19 December 2011. Retrieved 7 December 2011.
  15. ^ "Mastercard Claims Ex-Contractor Stole Secrets, Infringes Patent".
  16. ^ "Judge Trims MasterCard Unit's IP Suit Over Analytics Software - Law360". www.law360.com. Retrieved 2022-06-06.
  17. ^ https://www.courtlistener.com/docket/15953236/applied-predictive-technologies-inc-v-marketdial-inc/
  18. ^ "Utah Tech Co. Wants Sanctions For LinkedIn Hush Request - Law360". www.law360.com. Retrieved 2022-06-04.
  19. ^ "Top 10 Tech Companies to Watch in 2012". 30 November 2011. Retrieved 7 December 2011.
  20. ^ "APT Clients". Archived from the original on 25 September 2009. Retrieved 18 September 2009.
  21. ^ "IHG Selects APT's Test & Learn Management System". 17 September 2009. Retrieved 18 September 2009.[permanent dead link]
  22. ^ "APT's Test & Learn Management System Selected by RBC to Conduct In-Market Tests". 5 October 2009. Retrieved 12 October 2009.
  23. ^ "POS to O2S for ROI... The Evolution of Measurable Media Investments". Google Retail Advertising Blog. 24 August 2009. Archived from the original on 25 September 2009. Retrieved 18 September 2009.
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