Data Gurus

Abha Dawesar, Marketing Strategy Director at HSBC joins Sima Vasa for this second episode of the Attribution Accelerator 2018 roundup series. She shares what she spoke about at the forum. She also talks about assigning business growth to marketing investment. “A lot of the consumer behaviors might be linked to the things that got them to the gate in the first place.” - Abha Dawesar Abha Dawesar - In-Depth Tracking of Insights Most of the industry ends up getting third-party analytics that often show highly-aggregated data. Abha gets involved in campaign designing and analytics at the beginning in order to come up with a set of data that they can track at a very granular level. For instance, they not only look at the offer, segment and geography, but also go into the details of a campaign. They inspect a test all the way down and then build the customer journey after they became customers. This takes away the limit of seeing only what offer is converting or how conversion and acquisition happened. “We were ab