Head of E-Commerce Risk Operation, Finish Line
Thanks to a rash of high-profile data breaches, cyber security has quickly risen from afterthought to top retail priority.
Dajana Gajic-Fisic is the head of e-commerce risk operation at Finish Line and is charged with the difficult task of keeping her team at least one step ahead of fraudsters. She does so by implementing the newest and most advanced technology available, including a cutting-edge machine learning fraud screening solution which makes nearly 100% of its decisions without human interaction.
“This has made our fraud operations faster, more reliable and efficient,” she says. “Besides technology, I have created and adopted completely new and unique approach to fraud management. This 360-degree approach focuses on segmenting fraud/risk operations process into four components: prevention, investigation, reporting and analytics, and strategy. Each component feeds into the next one, creating a holistic picture of the fraud and risk we are facing, helping us learn from the data and be more proactive.”
The goal of the new strategic approach is to increase cross-departmental collaboration as well as collaboration with third-party vendors. This helps ensure that all internal key players, as well as outside vendors, are operating in conjunction with Finish Line’s greater goals.
“Fraud is most of the time an afterthought,” says Gajic-Fisic. “It is not a topic of conversation until it becomes a problem. I am working on fighting fraud proactively and we strive to ensure that every part of our organization successfully contributes to these efforts.”
Following the implementation of Gajic-Fisic’s new strategic and technological approach, Finish Line has increased its approval rates by almost 7% and has significantly decreased its chargeback rate. In addition, her team’s focus has shifted from managing fraud, to increasing revenues at minimal risk.