HSBC
Challenge
The HSBC UK team required support around 2 core focus areas. The first was around marketing tracking & being confident in the signals that were being tracked across their website & mobile app for different products / sub-brands through a combination of Tealium & Appsflyer. The second was around enabling stronger reporting capabilities internally, with the ideal outcome of a marketing dashboard that consolidated all forms of advertising, data trends & business data as a single source of truth for a mix of senior & channel stakeholders.
Approach
A robust audit was carried out across all tracking implemented through client side, server side & mobile app. Areas were found to both improve quality of signals captured & enhance funnel tracking through HSBC's bespoke tagging infrastructure. Brand new tracking documentation was also created to allow all stakeholders to understand what tracking exists. For reporting, the implementation of a custom built ETL process that works across both digital, ATL and manual inputs was built out through Google Cloud Platform. The output consolidated into a clean, trusted marketing dashboard with bespoke views for relevant stakeholders, alongside raw explore data through enterprise Looker.
Results
Tracking has now resulted in significant improvements in terms of coverage of data & different marketing product funnels, allowing ad platforms like Google, Meta & LinkedIn to benefit from more accurate signals to report / optimise on. Mobile App coverage has also increased in scope, providing more 360 loop visibility of customers. The marketing dashboard has started to enable internal stakeholders of varying levels of seniority to have more faith in the impact of marketing investment across channels, across digital, affiliates & ATL, in alignment with planned data alongside business level sales. The flexibility of the implementation has futureproofed the ability to add onto it going forwards.
❝ Jonathan was instrumental in helping us identify and fix key gaps across our tracking and marketing measurement setup. Jonathan quickly uncovered areas where data quality, attribution and reporting could be improved, and brought clear, practical solutions to resolve them.
What impressed me most was how invested he was throughout the process - hands-on, detail-focused and always thinking ahead. His expertise and ability to turn complex issues into actionable improvements made a significant impact.❞
