Applied Predictive Technologies - Applied Predictive Technologies

Applied Predictive Technologies (APT) is a software company that provides 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." APT argues that using systematic testing enables companies to measure the true incremental impact of any new initiative. Its "core value proposition is helping clients innovate more effectively through trial and error."

History

APT was founded in 1999 by business consulting executives Jim Manzi (Oliver Wyman), Anthony Bruce (McKinsey & Company), and Scott Setrakian (Oliver Wyman). 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.” 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. In 2013, Goldman Sachs invested $100 million in APT.

Organization

APT is headquartered in Arlington, Virginia and has regional offices in San Francisco, London, Tokyo, and Taipei. APT employs more than 200 people across its five offices.

Recruiting

APT trends towards recruiting undergraduate students directly out of college, rather than targeting MBAs. "We found that hiring straight out of undergrad, we capture the capabilities that these top students have right as they're entering the workplace. It is an opportunity for us to develop them within our own walls," says Cathy Baker, SVP of marketing and administration.

Software

APT'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 is 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:

• 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 has been noted for its emphasis on ease of use in test design and analysis and also 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. APT differentiates itself from competitors by offering a unique approach, emphasizing conducting tests to gather data instead of simply simulating it.

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.

Products

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

• 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.

Clients

Recently named one of the top 10 tech companies to watch in 2012 by American Banker, 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. APT's Test and Learn for Sites software has been used for Wawa's tests on adding personnel, IHG's tests on capital upgrades and promotional offers, and Royal Bank of Canada's in-market tests on distribution operations strategies. APT has also done work with Google in analyzing the impact of online advertising on brick and mortar stores.