Challenge

HSBC commercial bank were looking to transform their segmentation models to minimise human error, misinformation and operational efficiency. This was in order to gain insights to develop effective global multi-channel marketing strategies.

Solution

We created an ‘extract, transform and load’ (ETL) pipeline that accepts raw data before it is entered into the spreadsheet and inserted into a structured data model.

This could then be enriched by other data sets – opens, clicks and dwell times of past campaigns – to create a holistic view of the current campaign and channel.

Next came a set of exclusion reports to help improve their internal validation processes and continually improve the quality of the incoming data.

We also produced a set of user-friendly dashboards allowing the client to cut and slice their reporting by campaign, channel and customer segments.

Impact

Reduced data entry time
allowing campaign managers to focus on multi-channel marketing

Reduced human intervention
the CRM team can now view high quality, enriched information within two hours – which had previously taken 2 weeks

Creation of live dashboards
that allow managers to drill into specific reports to extract granular insights

150% increase in time saving,
for the CRM team

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