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Robert Cross, Chairman

Robert G. Cross is the Chairman 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, CEO

Dax Cross serves as the Chief Executive Officer of Revenue Analytics.  In this role, Dax leads the firm in creating and fulfilling its long-term strategic objectives and annual business plans. In addition, Dax leads the professional services operations that produce collaborative client engagements that drive measurable, sustainable organic revenue growth.

Over the past ten years, Dax Cross has partnered with clients to create dynamic Pricing and Revenue Management capabilities that have delivered over $1 billion in organic revenue growth.  His expertise cross-industry client base includes, 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 co-founding 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, Chief Science Officer

As the Chief Science Officer at Revenue Analytics, Dr. Higbie, oversees the company’s science and innovation efforts, including solution design and Business Development support. Dr. Higbie is also responsible for delivering excellence in science and analytics as it relates to creating Revenue Analytics’ intellectual property, which includes toolkits, best practices and innovative products/service offerings.  He has helped Fortune 500 companies increase organic revenue and profit through the application of sophisticated pricing, forecasting and Revenue Management techniques.

Dr. Higbie is particularly known for his groundbreaking 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, President

Zach Cross is the President of Revenue Analytics. In this role, Zach is accountable for setting the direction to achieve the company’s revenue growth vision.  Additionally, Zach is accountable for developing and implementing marketing and business development strategies, delivering profitable, sustainable and efficient engagements for all of Revenue Analytics’ clients and achieving the company’s annual revenue goals. Zach has held many positions within Revenue Analytics over the years and his leadership has helped to grow Revenue Analytics into the world’s leading consulting firm in the area of organic revenue growth for Fortune 500 companies. Zach has a breadth and depth of experience across a multitude of industries including automotive, cruise lines, distribution, travel and hospitality, manufacturing, media and retail.

Prior to co-founding Revenue Analytics, Zach was employed at Revenue Technologies, a leading provider of pricing and Revenue Management software solutions. At Revenue Technologies, he provided high tech manufactures with business process re-engineering consulting services as well as software implementation and configuration best practices.

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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.

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, Strategy Group

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, Strategy Group

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)
Rod Collier

Rod Collier, Partner, Consulting Operations

Rod Collier is the Consulting Operations Partner for Revenue Analytics. In this role Rod is responsible for leading continuous improvement for the firm’s organization processes to maintain operating effectiveness, align efforts across functions, and monitor results. With Rod’s program management expertise, he provides guidance and direction for improving delivery processes by implementing standards, tools and best practices for improving planning and execution across the organization. Rod previously held the position of Managing Partner of Data Engineering at Revenue Analytics, and in that he led a role dynamic team of consultants integrating Big Data analytics, business intelligence and development of enterprise Revenue Management systems. In addition, Rod also managed client relationships and directed 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 travel and 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
Joanna Roy

Joanna Roy, Partner, HR & Administration

Joanna Roy is a Partner 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
2015 PWP Studio Corporate Event Photographers

Jared Wiesel, Partner, Strategy Group

Jared Wiesel is a Partner at Revenue Analytics.  In this role, he serves as the practice area lead for consumer goods and retail. Jared has led and executed project work across four continents with experience in multiple industries including retail, consumer goods, automotive, manufacturing, amusement and entertainment, freight, and specialty services. Jared also designs practical and actionable client solutions that drive organic revenue growth. In addition, Jared is responsible for driving revenue targets for the retail and consumer goods practice areas by implementing business development strategies and delivering engagements that are efficient, profitable and sustainable for project team members. Mr. Wiesel has a decade of experience partnering with Fortune 500 companies to help solve their most complex Pricing and Revenue Management challenges. His primary areas of focus include pricing strategy, price optimization, rules-based pricing, process design, and change management.

Prior to joining Revenue Analytics, Jared was a leader in Deloitte Consulting’s Pricing and Profitability Management practice where he designed and managed complex Pricing and Revenue Management engagements.

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  • MBA in Management & Strategy, Northwestern University’s Kellogg School of Management
  • BBA in Finance & Accounting, The University of Michigan