Armin Kakas

Revify Analytics

Revify helps mid-market businesses ($10MM - $2B) move from data overload to profitable action. Our RGM-as-a-Service combines accessible, advanced analytics with expert Pricing & Revenue Growth Management advisory, providing a clear roadmap to unlock hidden margin leaks and drive revenue growth without enterprise-level complexity or cost.

Co-Founder

Revology Analytics

Revology Analytics is at the intersection of Advanced Analytics and Revenue Growth Management and specializes in impact and execution. If profitable growth, EBITDA expansion, and higher valuations are your goals, our strategies can help you achieve them.

We help mid-market companies ($10 million to $1 billion in revenues) overcome hurdles and elevate their business with pragmatic solutions focused on three critical areas:

1. Pricing & Revenue Management

2. Sales & Marketing Enablement

3. Commercial Analytics Transformation

Founder | Managing Partner

Pricing Lever

Consulting Partner for boutique Pricing Strategy advisory firm focused on Industrial Manufacturing and Distribution.

Consulting Partner

EBITDA Catalyst

Consulting partner for a specialized Revenue Management consultancy for middle-market and private equity portfolio companies. My advisory work focuses on three primary areas:

1. Margin Analytics & Optimization: Building 90/10 custom solutions for mid-market firms, primarily Manufacturers and Distributors, who want to augment their decision-making capabilities.

2. Promotion Effectiveness & Optimization: From distributors to retailers, provides crucial expertise to maximize ROI in this critical lever of profitability.

3. Sales & Customer Growth Analytics: Building on all-around analytics chops & deep understanding on the human sales execution factor, enables growth with both insights and Sales teams training & playbook development.

Reliancy

Senior Advisor for leading Sales & Marketing Enablement AI/ML advisory firm.

Senior Advisor - Revenue Growth Analytics

American Tire Distributors

I co-founded, built and scaled ATD’s first ever corporate analytics startup, driving incremental profits, valuation and industry profile for parent company ATD. Reporting to subsidiary CEO, I steered the data monetization strategy and execution of customer-facing ML-enabled SaaS solutions, growing the business from 0 to over 2,500 retail locations and manufacturers as customers. Additionally, drove ATD’s analytics transformation by prioritizing and building internal enterprise analytics solutions that augmented organizational decision-making capabilities, shifting the business to a data-driven culture.

A few key accomplishments in this role include:
• Forged key strategic partnerships with 10 of the 15 largest Point-of-Sale (POS) providers in the automotive aftermarket industry. Opened new revenue streams and paved the way for monetization of syndicated, anonymized POS transactional data.
• Led 15-member commercialization team (data translators, business development and sales ops managers) and influenced 50-member technical team to build innovative SaaS solutions that solved key customer pain points in competitive market and pricing insights, inventory management and optimization and profit / sales mix optimization.
• Realized substantial revenue and EBITDA growth for parent company in 3 years after conceptualizing and launching advanced analytics products across supply chain, revenue management and sales. 
• Represented analytics startup at industry conferences and served as trusted advisor and AI-translator to both ATD senior executive team and key clients within tire industry.

Vice President, Advanced Analytics Commercialization: Chief Customer Officer of Analytics Incubator

I was brought on to transition the revenue management function into a data science-driven department. I shifted the department to a Lean framework and expanded pricing capabilities by creating the company’s first in-house machine learning-enabled pricing solution that improved cash flow and liquidity using R, Python and Google Cloud SQL. 

Key accomplishments in this role include:
• Through architecting and deploying clearance price optimization platform, unlocked $300M in liquidity and $15M in gross profits from unproductive inventory despite difficult market.
• Developed and deployed descriptive and diagnostic price and margin analytics dashboards companywide using Tableau.

Director, Advanced Analytics: Head of Pricing and Margin Analytics of $5B Enterprise

Wells Enterprises

Recruited to transform administratively focused pricing team into strategic revenue growth management (RGM) group with analytics and strategy foundation for top 5 manufacturer of frozen desserts. Built RGM function from ground up, delivering volume and profit growth and providing actionable performance insights that optimized decision making. Shapeshifted business strategy and culture by establishing four key capabilities: 1) pay-for-performance mindset for promotions; 2) value-based pricing for private label business; 3) advanced analytics driven pricing architecture; 4) dynamic scenario analyses and optimization.

• Achieved 5% and 3% EBITDA growth in FY16 and FY17 despite relatively flat industry. Employed strategic price increases, restructured rebate programs across all channels, implemented rigorous pricing council reviews, and optimized price pack architecture.
• Brought order to chaotic pricing structure process by selecting team of 8 to create and implement standardized pricing strategy and processes and right size price and product positioning based on perceived price-value maps.
• Drove 13% in total Gross Profit $ in FY16 (+11% in unit volume and +2% in GP$ per unit) for anchor brand via tiered pricing strategy and optimized promotion plans that maximized in-store display and advertising support.
• Orchestrated launch of Tableau server and promotional data warehouse migration in MS Azure. Enabled self-serve descriptive and diagnostic price and margin analytics companywide. 
• Harmonized shipment and sellout data to produce macro- and micro-level promotion effectiveness platform that raised ROI from 80% to 92% in 1.5 years.

Director, Revenue Growth Management: Head of RGM and Advanced Analytics of $2B Consumer Goods Co. 

Best Buy

Accelerated dynamic pricing capabilities as lead of data science team in pricing and merchandising strategy analytics. Masterminded strategy and blueprint for pricing strategy across 1K+ stores. Engineered algorithmic framework to implement dynamic pricing for physical and online stores. Led global team to develop innovative solutions that drove business growth.
•	Designed pricing science roadmap, authored descriptive/predictive analytics capabilities, and directly contributed to the evolution and adoption of human capital/resources.
•	Cut 70% of budget by insourcing strategic planning and implementation function enterprise wide. 
•	Produced 30+bps jump in gross margin after introducing adaptive pricing techniques / capabilities.
•	Won Leadership Award for personal impact based on transformational strategies within pricing function.

Head of Price Analytics & Modeling: Building and Implementing Dynamic Pricing for $50B Retailer

MillerCoors

Collaboratively led a talented, tenured team of analytics professionals responsible for all aspects of revenue management for 500+ distributors and approximately 4k Walmart/Sam’s Club stores.

♦ Drafted an organizational roadmap for retail chain revenue management capabilities. Realized category and margin growth with the use of advanced price analytics.
♦ Successfully delivered unique and specific insights through a combination of integrated data and machine learning methods. Improved the quality and sustainability of newly presented insights.

Manager, Pricing Analytics and Strategy: Head of RGM for $700M Walmart / Sam’s Club Business Unit

GE Capital

♦ June 2011 - June 2012: Sales Force Effectiveness (SFE) Leader
♦ June 2008 - June 2011: Experienced Commercial Leadership Program (ECLP) Participant/Graduate
- 3rd ECLP rotation: Marketing Analytics (GE Capital Retail Consumer Finance - now Synchrony Financial)
- 2nd ECLP rotation: Marketing Analytics & Strategy (Vendor Finance - now part of Wells Fargo)
- 1st ECLP rotation: Price Analytics & Strategy (Equipment Finance - now part of Wells Fargo)
- ECLP Internship: Corporate Finance

Commercial and Consumer Finance Analytics and Strategy (various)

Revenue Growth Analytics advisor to executives in charge of growing Net Revenue, Gross Profit, and Sales Productivity | Posts and articles about Revenue Management + Machine Learning insights, methods, and processes.

As the founder of Revology Analytics, I have the privilege of offering mid-market businesses unparalleled expertise in advanced Revenue Growth Analytics & Management, focusing on three core advisory areas: Pricing & Revenue Management, Sales & Marketing Enablement and Commercial Analytics Transformation efforts. 

Beyond my advisory work, I am the creator of the Revology Analytics Insider, a bi-weekly newsletter offering readers unique insights into the world of Revenue Growth Analytics. You can catch the latest issues on LinkedIn and our website, revologyanalytics.com/articles-insights.

To learn more, please visit revologyanalytics.com

Revology Analytics is a Revenue Growth Analytics consultancy for middle-market companies in the Manufacturing, Retail, and Distribution industries.

We are an impact- and execution-oriented advisory firm founded on Outcome-Based Analytics™, with focused specializations in AI/ML-enabled Margin Analytics & Optimization, Sales & Customer Growth Analytics and Promotion Effectiveness & Optimization.

MarketingLens

https://marketinglens.com/​

​MarketingLens helps organizations such as (but not limited to) financial institutions, e-commerce companies and start-ups grow and monetize their user base by designing, optimizing and executing their digital marketing strategy, using a holistic and data-driven approach.

Head of Analytics

LoupeDigital

https://loupe.digital

- Analytics strategy and end-to-end solution design / implementation for customer & marketing analytics use cases.
- Advising clients on best practices, picking the right tools and stitching them together to build a successful analytics stack for martech reporting and/or statistical analysis.
- Visual analytics to enhance digital marketing operations such as advertising, search engine optimization, analysis of user/visitor behaviour.
- Data science, machine learning and framework development, with an emphasis on transparency and knowledge transfer.

Head Of Analytics

Idiro Analytics

Strategy advisor for Idiro Analytics and working together at certain clients.

Advisor

Specialties:
- "Analytics Factory" / machine learning engineering (streamlined model development, deployment and monitoring frameworks)
- designing, building, operating end-to-end analytics solutions
- hands-on data preparation (incl. data architecture) and statistical modelling when required
- analytics capability assessment (various clients)
Leading the Idiro team at one of our Financial Services clients. Planning (both strategic and task level), managing client & Idiro resources and vendors, overseeing third party projects (statement of work, project tracking), liaising with stakeholders (business & IT).
In-house Idiro responsibilities: contributing to business development, recruitment, strategic directions, company operations, marketing Red Sqirl, Idiro's Big Data analytics product.

Senior Data Scientist & Consulting Manager

Conjura

Visual and advanced customer and marketing/advertising analytics across all digital channels as well as in-house enterprise data.
https://conjura.com/

Engagement Manager

Accenture

Project / work stream / team management since May 2014. Main areas:
- Fraud detection - advanced analytics
- Analytics solution architecture, infrastructure and end-to-end methodology
- Visual analytics
- Data governance and architecture (data modelling)
- Internal processes - knowledge sharing, collaboration, new joiner onboarding

Analytics Consultant

Oracle

Systems Quality Analytics & Engineering. Statistical data analysis of hardware reliability data. Developing OBIEE reports and dashboards to highlight quality issues. Using data mining to explore hidden patterns and identify/reveal characteristic failures that can be worked out to reduce service and warranty cost.
“Innovation in Warranty” Award for the warranty reporting solution by the Global Warranty and Service Contract Association.

Statistical Data Analyst - Hardware Quality Engineering

Multivariate data analysis (chemometrics). Hyperspectral chemical imaging. Investigation of unknown (illegal and counterfeit) drugs. Application of statistics and chemometrics in analytical chemistry. Analysis of pharmaceuticals, pharmaceutical engineering.
First author of six and co-author of nine academic publications in academic journals (with impact factor). Published further papers in journals without impact factor and in Hungarian journals. Held numerous oral presentations in various international and Hungarian conferences.

PhD candidate

Besides my own research work, I continuously had assigments for analytical tasks in joint industrial-academic research, development and process troubleshooting projects, using hyperspectral imaging and data mining/chemometrics. Major industrial partners included Gedeon Richter Plc, Hovione, Sanofi-Aventis, Cyclolab Ltd and EGIS Pharmaceuticals.
Many of these assignments were later studied in scientific details and were incorporated into my research. This enabled to provide such scientific results that can be directly used in industrial practice.

analytical chemist, part-time

Participated in a data mining project in retail sector with the supervision of Dr. Gabor Horvath PhD, who was the Practice Manager at Oracle Consulting Hungary, responsible for BI and Datawarehouse projects at that time.

Data analyst, part-time

EGIS Pharmaceuticals PLC

Manufacturing pharmaceutical products with various technologies and application of hyperspectral Raman imaging and multivariate data analysis to aid formulation development.

summer intern

Creating advanced digital marketing data solutions mostly (though not exclusively) centered around Google BigQuery, and spreading knowledge where possible to help others do the same successfully.

My team and I build:
- marketing data lakes & warehouses
- purpose-built BI dashboards - mostly focusing on connecting the dots between marketing spend and getting the actual sales & value (and anythings that support that)
- end-to-end data pipelines for enhanced conversion tracking (esp. for combined online/offline sales journeys) and audience management 
- building machine learning models for advanced marketing use cases (e.g. conversion modelling and boosting for businesses with long sales cycles or low conversion )
- personalization engines and solutions utilizing Customer Data Platforms (or building tailored frameworks better than those with much less cost)

Working with GA4, Google Ads, Meta, Search Console, Doubleclick, CRM, Google My Business and in-house data, integrating them to get deeper insights into how business can be improved. Leveraging first party data for activation to boost advertising or at least simply to provide clarity on what brings value in the business. Providing insights around sales attribution.

Our marketing department is lead by ex-Googlers managing Google Ads accounts in a best-practice and strongly data-driven manner. Our process is based on simple but very effective pillars:
- best practice account & campaign set-up, also leveraging knowledge gained from inside Google
- conversion tracking & data pipelines to make sure Google Ads' bidding AI engine is supplied with the most possible and most accurate / relevant data, essential to optimize bidding and ad distribution
- consulting to optimize the landing pages and website to help you convert the traffic you get and turn it into value
- services on surrounding disciplines that are required to get the most out of Google Advertising: accurate tracking and measurement (incl. server side), search engine optimization, competitor analysis, and data privacy (GDPR & e-privacy)

We work with many renowned organizations like (multiple) large European banks, e-commerce companies.

Balazs Vajna

#BigQuery & #DigitalAnalytics — Nov–Dec recap by GA4BigQuery.

New on the blog:
💸 In-depth guide on reducing BigQuery on-demand costs: guardrails, storage optimisation, and query efficiency

BQ updates:
1. New AI (& other) functions — check posts from Katie!
📈 AI.DETECT_ANOMALIES: anomaly detection examples and gotchas
🧬 AI.EMBED: generating embeddings 
🔍 AI.SIMILARITY: calculating similarity for texts and images
Plus:
🧱 JSON_FLATTEN: fully unpack deeply nested arrays

2. New Scheduling tab: centralized view of all scheduled assets across Scheduled Queries, Dataform, Notebooks, and Data Prep. Especially valuable when you have multiple Dataform repos.

3. Data Transfer updates (Preview)
🗄️ Microsoft SQL Server
🛒 Klaviyo (Johan Strand on MeasureSlack)
🧩 HubSpot (Johan 👆)
🔄 Incremental Salesforce transfers now supported (Hasan).

4. Query and metadata improvements
🔥 Query text heatmap in the execution graph highlighting slot-heavy query sections (Hasan)
🧠 BigQuery Data Insights with save & publish support for metadata and SQL generation (Katie)

5. Community highlights
🧮 @GA4Dataform Premium now processes selected Google Ads tables and adds session metrics (posts by Krisztián; Jules & Johan). E.g. diminishing returns analysis using daily spend vs conversions (Jules)
🔎 A delicious selection of GSC + GA4 tips by Marco: % of clicks per page, top queries per page, branded vs non-branded search & creating page-level GA4 tables for SEO analysis etc
🔐 GDPR-safe event parameter scrubbing in BigQuery (answer by Jules on a MeasureSlack question)
🧩 MATCH_RECOGNIZE SQL code example (Lasha)
🤖 AI.FORECAST pitfalls and limitations (Kishalaya)
🔗 An article on which URLs actually drive conversions by Roman
🧮 Regex-based word proximity analysis (Sheenam)
📚 A neat Medium article on migrating from dbt to Dataform (Kishan Modasiya)
🧭 Free GA4 BigQuery data quality checks by Dominic
🧵 User path analysis using R on BigQuery (Arben & Simo).

Beyond BigQuery 👇
GA:
📊 Reporting Playbook (Jesús, Fabian).
🧠 Moriarty GA4 dashboard got some updates (Siavash).
⚠️ Why session_start can be missing in GA4 (Julius).
🔁 GA4 dynamic remarketing without relying solely on the GAds tag (Matteo).

GTM:
🆔 New built-in variables, data transmission & consent controls (Simo)
🧩 InjectScript API deep dive (Giovani)
🧰 Stape GTM helper 
📱 Webview debugger: David

Marketing Measurement:
🎭 Excellent no-bs training by Constantine & SegmentStream gang. (Check newsletter page for discount voucher; and some satirical videos as well!)
📊 Meridian scenario planner & extensions (Jim)
🌍 Matched Markets walkthrough (Kishalaya)

Strategy & tooling:
📈 Goodies from Eric: best practice exec dashboard, free product mix analysis & ZIP-level demographic enrichment
✨ Juliana's newsletter on brand thinking
❄️ OWOX Snowflake destination (Vlad)
🧪 CDP simulator for real-time personalisation (Matthew)

–
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Head of Analytics at MarketingLens | BigQuery guy

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