The Hidden Cost of Payment Failures: Protect Revenue Across Markets, Methods, and Moments

Lily Varón is a principal analyst serving digital business strategy professionals. Her research focuses on the evolving role of payments and billing technologies in winning, serving, and retaining customers in the age of digital business. She helps consumer-facing businesses understand the merchant payments processing landscape, evolving consumer payments behaviors, and how their payments acceptance strategies must adapt to serve their customers. In her research on billing technology, she focuses on how the future of buying — in both B2C and B2B models — will pressure every business to modernize its billing relationships and the technology that underpins them.

Zeb is a Senior Director in Applause’s Testing Services organization, focusing on Payments. Zeb manages the delivery of testing requests with a global team, focused primarily on some of the largest Payment Testing customers at Applause. Zeb began his career at Applause when he went from stay-at-home dad to full time software tester. He found projects dealing with the payment landscape to be a challenging and fascinating space. Zeb fused his background in business management with his love of technology, dedicating his time to these projects. His passion and drive in the field allowed him to rise through the ranks of Applause quickly, from tester to Test Team Lead, then Test Architect to a Director of Testing Services. Zeb is currently based in San Antonio, Texas, and has been helping to successfully grow Payment Testing at Applause since 2015.