A GNA Feature by Daniel Adu Darko
Accra, Nov. 05, GNA – In Ghana’s rapidly evolving financial sector, data analytics is emerging as a powerful differentiator. While much attention is focused on mobile money and fintech startups, the story of how traditional banks are adapting often goes untold.
One such story is that of Ms. Adriana Dugbartey, a data analyst at Zenith Bank Ghana, whose behind-the-scenes models have quietly redefined how the bank understands, segments, and serves its customers.
When Ms. Dugbartey joined Zenith Bank in 2019, the bank was at a crossroads. With a growing base of over a million retail customers and increasingly fragmented data sources, marketing decisions were often driven by broad assumptions.
She proposed a fundamental shift—designing behaviour-based customer segmentation models rooted in transactional activity, engagement metrics, and digital footprints.
The result was a multi-tiered model that divided customers into meaningful groups: dormant account holders, digital-first savers, multi-product loyalists, and fee-sensitive users.
This granular segmentation enabled the bank to personalise campaigns, enhance upselling efficiency, and offer tailored solutions.
According to Zenith’s Marketing Manager, Madam Lydia Osei, “Adriana’s models gave us a customer lens we didn’t know we needed. We stopped guessing and started targeting.”
In the first three months after implementing the new model, cross-sell efforts improved by 21%, and customer satisfaction scores increased by 11 points. Her work was not only innovative; it was immediately impactful.
Ms. Adriana Dugbartey didn’t stop at segmentation. One of the longstanding issues in the bank’s marketing unit was attribution. Campaigns were launched across email, SMS, and social platforms, but performance data was fragmented, making ROI analysis nearly impossible.
She built a comprehensive attribution dashboard in Power BI that tied every customer acquisition or product uptake to its originating campaign.
“Thanks to Adriana, we now know exactly which campaign brought in which customer and how much revenue it generated,” said Samuel Appiah, Campaign Strategy Lead.
This enabled the bank to reallocate 15% of its annual marketing budget toward high-performing channels, resulting in a 32% increase in ROI.
She also incorporated real-time A/B testing into the framework, enabling campaign teams to evaluate different subject lines, creative formats, and call-to-action strategies while receiving immediate feedback.
Recognising that data is only powerful when it is accessible, Adriana launched a cross-departmental training programme to enhance data literacy. She conducted monthly workshops for team leads across compliance, lending, and product development to interpret and act on dashboard insights.
“She made data part of everyone’s job, not just the analysts,” said Linda Boateng, Head of SME Lending.
Her impact went beyond tools. Adriana established weekly insights briefs, distributed to executive leadership, that summarised key trends, customer behaviour shifts, and actionable recommendations. Her reports directly influenced quarterly strategy updates and were highly praised for their clarity and actionable insights.
Adriana Dugbartey represents a new kind of banking professional, one who blends technical skill with strategic vision. Her work at Zenith Bank Ghana demonstrates that, with the right models, even traditional institutions can become agile, data-driven, and customer-centric.
In a field often dominated by hype and jargon, Ms. Adriana’s results speak for themselves. She’s quietly setting a new standard for data analytics in banking.
GNA
CA/