Why HSBC gets data and insights together in its marketing team

Brian Carruthers

HSBC’s global CMO believes that interpreting data, and fusing this information with insights, is the “special responsibility” of the marketing team.

Leanne Cutts, global chief marketing officer at banking giant HSBC, describes herself as an “insights whisperer”.

“Data information will tell you what customers are doing but not why. Interpreting data and fusing this with insights is our special responsibility,” she said at the DMEXCO 2021 conference.

“It helps us design and develop products and services that customers really need.”

Getting better results with data

Some examples of where HSBC has been able to use data to good effect around the world include:

  • Australia, where output from its media mix modelling (MMM) has led to a 12% increase in some...

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