Published: 25 May 2023
Improving the accuracy of predictive models and deriving business value from generated insights is challenging for CMOs. Use this case study to see how HDFC Bank uses a variety of data to strengthen the predictive models and constructs a business narrative to drive the actionability of insights.
Marketers have a tendency to rely on data from sources that are easily accessible or already available with the marketing team, severely impacting the accuracy of their customer behavioral understanding.
Predictive models might indicate a correlation, but without causal linkages they fail to attribute a cause to an effect. As a result, insights generated from such models are insufficient to serve as a basis for business decisions, and are difficult to optimize.
Focusing on generating powerful and accurate insights is less than half the job done. Insights that do not have buy-in from stakeholders or are actionable will potentially
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