Robert G. Cross

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 General Motors, 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.

Robert G. Cross also served as a Distinguished Executive-in-Residence at the Terry College of Business at the University of Georgia.  He holds a JD (cum laude) and a BA in Chemistry from Texas Tech University.


Dax Cross

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. In addition, Dax Cross has directed Revenue Diagnostic projects that have identified over $1.0 billion in revenue opportunities for clients. He serves a cross-industry client base, including travel and hospitality, manufacturing and distribution,media, cruise lines and consumer goods.

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

Dax Cross holds a JD from the University of Georgia, where he graduated summa cum laude and ranked 1st in a class of 225, and a BA from Davidson College. His publications include co-authoring Revenue Management’s Renaissance: A Rebirth of the Art and Science of Profitable Revenue Generation, Cornell Hospitality Quarterly, 2009; 50; 56.


Dr. Jon Higbie

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.

Jon Higbie holds a Ph.D. in Management Science and Information Technology from The University of Georgia, and a B.A. in Physics from Wittenberg University.


Zach Cross

Zach Cross serves as the Managing Partner of Strategy Consulting at Revenue Analytics.  In this role, he runs 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 and distribution, media and retail.

Zach Cross consistently lectures on Revenue Management and Pricing Strategies at the annual Revenue Management and Price Optimization Conference.  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 holds a BBA with a double major in Marketing and Entrepreneurship from the University of Miami. His publications include co-authoring Milestones in the application of analytical pricing and revenue management, Journal of Revenue and Pricing Management (2010).


Jeff Anderson

Jeff Anderson is Partner at Revenue Analytics.  In this role, he is responsible for delivering client success, from collaboratively designing new capabilities to ensuring project delivery that is on-time, on-budget, and beyond expectations.

Jeff Anderson brings over 17 years of experience to Revenue Analytics clients, primarily in the consulting and enterprise software disciplines. Prior to joining the Revenue Analytics team, Jeff Anderson worked for Oracle Corporation and Accenture, and served as JDA’s Vice President of Revenue Management for the Americas. In this role, he led key aspects of Pricing & Revenue Management initiatives for companies such as Marriott International, Continental Cargo, Limited Brands, InterContinental Hotels Group and Delta Cargo.

Jeff Anderson holds a Bachelors degree in Industrial and Systems Engineering from Georgia Institute of Technology.


Michael Bentley

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, airline, 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.

Michael Bentley holds a B.B.A. in Finance from Georgia State University.


Matt Busch

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.


Rod Collier

As Vice President 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.

Rod Collier holds both Master’s and Bachelor’s degrees in Economics from Eastern Illinois University.


Joanna Roy

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 our 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.

Joanna Roy is a graduate of The University of Alabama with a bachelor’s degree in Anthropology and Sociology. She stays active in the Atlanta community by regularly volunteering with non-profit organizations such as the Atlanta Community Food Bank, The Salvation Army, Goodwill Industries and Hands on Atlanta.


Dick Niggley

Dick Niggley, a Partner of Revenue Analytics, is a globally recognized expert in the field of Revenue Management.  He has a vast range of experience in devising and implementing Revenue Management tactics for clients.

Over the past 25 years, Dick Niggley has directed projects for over 80 clients worldwide in pricing and Revenue Management, identifying and capturing incremental revenue opportunities for each client.  He has been a leader in introducing the science of Revenue Management to a variety of industries, including hospitality, retail and telecommunications, and he has lectured internationally on the subject.  One of his areas of expertise is the creation of sophisticated Revenue Opportunity models that measure the effectiveness of revenue generating efforts.

Prior to co-founding Revenue Analytics, Dick Niggley was a key member of the Senior Management Team of Talus Solutions, Inc.

Dick Niggley holds a BS in Mathematics from Central Missouri State College and has worked towards a Masters in Mathematics at the University of Missouri, as well as an MBA at Rockhurst College.


Philip C. Haan

Philip C. Haan serves as Senior Advisor to Revenue Analytics leveraging the pricing, Revenue Management and other commercial experience he developed over 30 years with Delta Air Lines, Northwest Airlines, American Airlines and Ford Motor Company.

Phil Haan assists Revenue Analytics principals in establishing best-in-class pricing and Revenue Management technology and organizational competence for its clients. He has a tremendous breadth of experience in developing models and tools as an operations research scientist; implementing complex systems as a senior IT leader; and managing pricing and Revenue Management line functions as a Senior Executive.

Prior to joining Revenue Analytics, Phil was Northwest Airlines’ Executive Vice President-International, Alliances & Information Technology. During the merger of Delta Air Lines and Northwest Airlines, Phil served as Senior IT Consultant to plan the technology integration approach. He also lead development of the 3-year IT Business Plan being deployed post-merger. Prior to Northwest Airlines, Phil was with American Airlines, serving a variety of roles in pricing and yield management and ultimately as Managing Director-Pricing & Yield Management Development.

Phil Haan holds a MS in Industrial Administration from Purdue University and BA in Biology/Chemistry from Calvin College.

Advisory Board

The Revenue Analytics Advisory Board complements the skills of our executive team.  Our Advisory Board members have substantial experience in large, complex organizations and valuable relationships with market leaders in the industries we serve.

Accordingly, the Advisory Board provides insight into the issues facing our clients and advice on how we can best meet the needs of our clients while we grow our own organization and capabilities and maintain our standard of excellence.


Lloyd D. Hansen

Lloyd Hansen recently retired as a Vice President and Corporate Officer of the Ford Motor Company.

During his 33-year career, he held several positions, including Vice President & Controller and Vice President – Revenue Management.  He is widely recognized as pioneering Revenue Management concepts in the automotive industry.  Mr. Hansen’s innovative initiatives were a key driver of Ford’s profit improvement of more than $5 billion between 1995 and 2000.  Under his guidance, Ford had the best net revenue performance of any major automotive company over the last three years, improving revenue per unit by $2,400 in a declining market.

With his leadership, Ford has been consistently on the leading edge of applying a disciplined approach, analytical tools and technology to managing product features, pricing and incentives, as well as quality of inventory, lead management and residual values.  Ford has been particularly successful at developing a business-focused and analytically driven sales organization, using customer input and demand data to drive decisions.


Patrick S. Pittard

Patrick S. “Pat” Pittard is retired CEO and Chairman of the Board of Heidrick & Struggles International, Inc., the world’s premier provider of executive-level search and leadership consulting services.

Mr. Pittard specialized in senior level searches such as CEO and Corporate Directors, placing more than 200 executives in leadership positions.  During Mr. Pittard’s tenure as CEO, his leadership and vision was demonstrated through the firm’s impressive financial growth and global expansion.  He led the merger of the firm’s U.S. and European operations, which had operated separately for 19 years.  Mr. Pittard also led the firm’s initial public offering, and a follow-on offering that created a balance sheet for Heidrick & Struggles that was second to none in the industry.  In addition, Mr. Pittard developed the firm’s strategy of augmenting the firm’s core search product to offer clients solutions for their total human capital needs.

He has held or currently holds several board positions.  The organizations both for-profit and not-for-profit include Heidrick & Struggles (former Chairman), Artisan Funds, Jefferson-Pilot Corporation, LeadersOnline (former Chairman), University of Georgia Foundation (former Chairman), Greensboro Baseball LLC and MCG Health.  He currently serves on the Georgia Board of Regents.

An expert in executive level human capital matters, which include recruitment, retention, compensation, and succession, Mr. Pittard is often quoted in The Wall Street JournalFortune, and Business Week, as well as many international publications, and has often appeared on broadcast media.  He is listed among The Global 200 Executive Recruiters.

Presently, Mr. Pittard is a Distinguished Executive-in-Residence at the University of Georgia’s Terry School of Business teaching “Lessons in Leadership” to MBA students, law students and Honor students. Mr. Pittard graduated from The University of Georgia and has been honored by the Terry School of Business as its Distinguished Alumnus.


Robert W.  Coggin

Robert W.  “Bob” Coggin is Vice Chairman of Cendant’s Travel Distribution Services (TDS).  In this role, he is responsible for managing airline sales and service relationships for all TDS brands, including Cendant’s travel portals.

He joined Cendant in 2002 as Executive Vice President, Supplier Development.  In that capacity, he was charged with developing and securing relationships with various travel industry suppliers.

After retiring from Delta Air Lines as Executive Vice President of Marketing in May of 1998, Mr. Coggin formed a Transportation and Management Consulting practice (Alpine Consulting).  During that time he worked extensively with Accenture in their Travel and Transportation practice.

During his 42-year career with Delta, Mr. Coggin served in various positions in Delta’s Passenger Service and Sales/Marketing Divisions.  As Executive Vice President of Marketing, Mr. Coggin was one of four members of the Delta Executive Council.  In this capacity, he participated in decision making and the formation of policy related issues such as: aircraft acquisition, mergers/acquisitions, route expansion, technology, human resources, finance/accounting and alliances.  His primary areas of direct responsibilities included all activities related to pricing/revenue management, airline scheduling, route development, route expansion, consumer marketing, advertising, loyalty programs, global sales activity, customer relations, reservations (call centers), distribution planning, eCommerce and airline alliances.  In addition, Delta’s Atlantic, Pacific, Latin American and Delta Express discrete business units reported to Mr. Coggin.

Mr. Coggin is active in the community and has served on various boards and committees of several organizations, including: Executive Committee and past Chairman of the Chick-fil-A Peach Bowl; Executive Committee of the Atlanta Sports Council; Executive Committee of the Atlanta Convention and Visitors Bureau; and chairs the International Marketing Committee of the Atlanta Convention and Visitors Bureau.  Mr. Coggin attended Alabama Christian College and has participated in Executive MBA Programs at the Kellogg School at Northwestern University.