Robert G Cross

Robert Cross, Chairman & CEO

Robert G. Cross is the Chairman and CEO of Revenue Analytics.  He is widely recognized as the foremost expert in the field of Revenue Management.

Robert G. Cross guides Revenue Analytics’ strategic vision and provides a wealth of industry expertise.  He is actively involved in client work, and his leadership has been instrumental in helping develop leading Revenue Management capabilities for Revenue Analytics clients, including The Coca-Cola Company, Marriott International and InterContinental Hotels Group.

Labeled the “Guru of Revenue Management” by The Wall Street Journal, Robert G. Cross, prior to Revenue Analytics, founded Talus Solutions, Inc., a company credited with creating billions of dollars in value for clients such as Delta Air Lines, Ford Motor Company and UPS.  Talus was acquired by Manugistics Group, Inc. in December of 2000 for $366 million.

Robert G. Cross authored The New York Times Business Best Seller, Revenue Management: Hard Core Tactics for Market Domination, (Broadway Books 1997), which has been subsequently published in French, German, Japanese, Korean, Chinese and Portuguese editions.  He is in demand as a global lecturer on Revenue Management and is frequently quoted in international business publications.  His writings have been included in the Book of Management Wisdom (John Wiley & Sons 2000) along with such business luminaries as Bill Marriott, Jack Welch and Lee Iacocca.

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  • JD (cum laude), Texas Tech University
  • BA in Chemistry, Texas Tech University


  • Revenue Management: Hard Core Tactics for Market Domination.  Broadway Books, 1997.
  •  “Milestones in the application of analytical pricing and revenue management.” Journal of Revenue and Pricing Management.
  • “Revenue Management’s Renaissance: A Rebirth of the Art and Science of Profitable Revenue Generation.” Cornell Hospitality Quarterly.
  •  “Customer-centric Pricing: The Surprising Secret for Profitability.” Business Horizons.
Dax Cross, President, Revenue Analytics

Dax Cross, President

Dax Cross serves as the President of Revenue Analytics.  In this role, he guides the firm’s day-to-day operations and manages key client relationships.  He oversees projects for Fortune 500 clients to create analytics-driven pricing and promotional strategies, enhance demand forecasting capabilities, develop Price Optimization capabilities and create and augment Revenue Management organizations.  Over the past ten years, Dax Cross has partnered with clients to create Pricing and Revenue Management capabilities that have delivered over $1 billion in revenue uplift.  He serves a cross-industry client base, including retail, travel and hospitality, communications, consumer goods, manufacturing and entertainment.

Dax Cross has lectured on topics such as Revenue Management, forecasting, Price Optimization and performance measurement at Revenue Management conferences, industry conferences, Cornell University and Emory University’s Goizueta Business School.  Prior to joining Revenue Analytics, he was an attorney at the law firm of King & Spalding LLP.

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  • JD (summa cum laude), The University of Georgia
  • BA in History, Davidson College


  •  “Revenue Management’s Renaissance: A Rebirth of the Art and Science of Profitable Revenue Generation.” Cornell Hospitality Quarterly.
  • Consulting Magazine: KCRA Intelligence: Q&A with Revenue Analytics’ Dax Cross
Dr. Jon Higbie, Revenue Analytics, Managing Partner & Chief Scientist

Dr. Jon Higbie, Managing Partner & Chief Scientist

As Managing Partner and Chief Scientist of Revenue Analytics, Dr. Jon Higbie leads one of the world’s foremost groups of operations research scientists dedicated to pricing and Revenue Management. An expert in the science of Revenue Management, he has helped some of the world’s top companies increase revenue and profit through the application of sophisticated pricing, forecasting and Revenue Management techniques.

Jon Higbie is particularly known for his innovative work in the hospitality and advertising industries.  He has been recognized for his contributions to the science of group Revenue Management, real-time price management, and large-scale network management for companies such as ABC Television Network, The Coca-Cola Company, Ford Motor Company, InterContinental Hotels Group, Marriott International and Delta Air Lines.

Prior to joining Revenue Analytics, Jon Higbie served as Chief Scientist for JDA Software, Inc. He also served on the faculty of the College of Management at Georgia Tech.

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  • Ph.D. in Management Science & Information Technology, The University of Georgia
  • BA in Physics, Wittenberg University


  • “Milestones in the application of analytical pricing and revenue management.” Journal of Revenue and Pricing Management.
  • “Revenue Management’s Renaissance: A Rebirth of the Art and Science of Profitable Revenue Generation.” Cornell Hospitality Quarterly.
  • “A Comparison of Unconstraining Methods to Improve Revenue Management Systems.” Production and Operations Management.
  • “The ‘Killer Application’ of Revenue Management: Harrah’s Cherokee Casino & Hotel.” Interfaces.
  • “Do you really know who your customers are?: A study of US retail hotel demand.”Journal of Revenue and Pricing Management.
  • “Retail Price Optimization at InterContinental Hotels Group.” Interfaces.
  • "The Intersection of BI and Revenue Management." Business Intelligence Journal
  • "Merchandising Mindset: The Future of Hotel Revenue Management" Hotel Business Review
Zach Cross

Zach Cross, Managing Partner, Strategy Consulting

Zach Cross serves as the Managing Partner of Strategy Consulting at Revenue Analytics.  In this role, he leads the Strategy Consulting practice group and manages key client relationships.  Zach oversees projects for Fortune 500 clients to develop analytically-driven pricing strategies, create pricing and analytics organizational frameworks, enhance pricing, inventory and discounting business processes and develop enterprise price and inventory optimization capabilities. Zach Cross has led projects across a multitude of industries including automotive, cruise lines, hospitality, manufacturing, distribution, media and retail.

Zach Cross joined the company from Revenue Technologies, a leading provider of pricing and Revenue Management software solutions.  At Revenue Technologies, he provided Fortune 500 companies with business process reengineering consulting services as well as software implementation and configuration best practices.

Zach Cross consistently lectures on Revenue Management and Pricing Strategies at annual conferences and workshops across the country. He is instrumental in driving the firm’s thought leadership platforms.

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  • BBA in Marketing & Entrepreneurship, The University of Miami


  • “Milestones in the application of analytical pricing and revenue management.”Journal of Revenue and Pricing Management.
Rod Collier

Rod Collier, Managing Partner, Data Engineering

As Managing Partner of Data Engineering, Rod Collier guides a dynamic team of consultants integrating Big Data analytics, business intelligence and development of enterprise Revenue Management systems. Rod also manages client relationships and directs high-impact projects for Fortune 500 clients on pricing and Revenue Management strategy, analytics and business process.

Rod Collier has more than 20 years’ experience developing pricing and Revenue Management systems within industries such as hospitality, passenger airline, cargo, automotive, retail, and media. Prior to joining Revenue Analytics, Rod was Vice-President of Professional Services for The Rainmaker Group, where he was responsible for the development and implementation of their multi-family housing Revenue Management program. Previously, Rod lead high-profile, global pricing and Revenue Management projects for JDA Software, Manugistics, and Talus Solutions.

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  • MA in Economics, Eastern Illinois University
  • BA in Economics, Eastern Illinois University

Scot Armstrong, Managing Partner, Client Experience

Scot Armstrong serves as the Managing Partner of Client Experience at Revenue Analytics. He is a strategic business visionary, focusing on driving revenue growth and overall client experience with the highly differentiated services and solutions delivered by Revenue Analytics.  Mr. Armstrong ensures our client’s objectives are aligned with the exact, high quality service and solution required to deliver 2%+ revenue growth and an overall client positive experience.  Prior to Revenue Analytics, Mr. Armstrong was a strategic leader with market leaders like Accenture, Deloitte, and EY.   He has successfully delivered tremendous value to all of his former clients.  Mr. Armstrong places a predictive analytics lens on the industry-specific market drivers and challenges that companies must overcome.  He then aligns precise solutions that drive the desired, value-based outcomes.


  • University of Georgia – Terry College of Business
Michael Bentley

Michael Bentley, Partner

As a Partner at Revenue Analytics, Michael Bentley manages client relationships and leads engagements with Fortune 500 clients on pricing and Revenue Management strategy, analytics and business process issues. During his tenure, he has managed strategic and tactical engagements for clients developing new capabilities to improve pricing and Revenue Management and to measure forecast accuracy and pricing performance.  Michael has experience across multiple industries including hospitality, airlines, retail, gaming, food service and manufacturing.

Prior to joining Revenue Analytics, Michael Bentley was Director of Analytics in InterContinental Hotels Group’s (IHG) Global Revenue Management organization. In this role, he led a variety of initiatives to enhance the forecasting and optimization capabilities of IHG’s pricing and Revenue Management systems. Prior to IHG, Michael spent eight years with Delta Air Lines providing business analysis and strategy in a variety of areas including International Pricing, e-Commerce Revenue Management and Network Development.

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  • BBA in Finance, Georgia State University


  • "Lessons From the Polar Vortex: How Energy Retailers Can Prepare for the Next Winter Storm" Electric Light & Power
Matt Busch, Partner, Revenue Analytics

Matt Busch, Partner

Matt Busch serves as a Partner with Revenue Analytics. In this role, he advises clients and leads engagements on Revenue Management strategy to assess, develop and deliver industry leading pricing, inventory and Revenue Management capabilities. Matt works with C-level executives to devise targeted revenue and pricing strategies, driving immediate revenue benefits while crafting long range strategic roadmaps that create competitive advantage through the alignment of systems, processes, models and tools. This has included consulting engagements across multiple industries, organization types and global geographies.

Prior to joining Revenue Analytics, Matt Busch worked for InterContinental Hotels Group (IHG) as the Director of Global Pricing Strategy. He was responsible for pricing strategy and implementation in IHG’s 4,300+ hotels, across all regions, brands, market segments and distribution channels. Matt also led the development and deployment of IHG’s industry first Price Optimization capability.

Matt Busch has 16 years of diverse experience ranging from front line operations to global executive roles. He has 13 years’ experience solely dedicated to Revenue Management, inventory and pricing strategy. In his spare time, Matt is an avid tennis player and real estate investor.

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  • Bachelors in Business, Southern Cross University (Australia)
Joanna Roy

Joanna Roy, Partner & Vice President, HR & Administration

Joanna Roy serves as Revenue Analytics’ Vice President of Human Resources and Administration. In this role, she leads a variety of corporate functions including Human Resources, Administration, Marketing, Finance and Accounting, Facilities Management and IT. Since joining in 2005, Joanna’s responsibility as a member of the Senior Leadership Team has been to provide operational support which enables Revenue Analytics to deliver high impact solutions for its clients. One of her primary objectives is putting employees first by focusing on their growth, satisfaction and productivity.

With over 15 years’ experience in employee management and corporate administration, Joanna Roy has held various management and operations positions. Previously, she was Director of Human Resources and Administration for The RADCO Companies, a real estate development, marketing and management firm with offices in Atlanta and Chicago.


  • BA in Anthropology, The University of Alabama
  • SPHR