Can you talk a bit about the state of your data before Amperity?
Before Amperity all of our data was in very siloed systems. We’d call them the core systems for deposits, credit cards etc, and we’d link them with our customer number but we’d lose a lot of nuance in the process. Every time we wanted to connect that data, we would have to write everything from scratch.
In your own words, why is a CDP an essential part of banking strategy in 2021?
Like most companies, we are going through a digital transformation, so being able to connect all the dots, have a strong data foundation, and democratize the data are all essential components of that strategy. This has allowed us to change from a product-centric to a customer-centric approach.
Traditionally, we've been very product-centric: for example, we had a manager that focused on credit cards, and another manager that focused on mortgages. Now we have a platform that allows us to be customer-centric by giving us the option to see their full profile and offer them products we think they would enjoy based on their past behavior.
Do you use any BI tools for data visualization and dashboards?
First Hawaiian Bank has recently adopted Tableau as an enterprise solution. We’ve already used it alongside our Amperity data to build dashboards that show enrollment and activity on our website and mobile app. We’re also in the process of building automated campaign reports to have a visual indicator of how campaigns are performing and the impact of specific actions, eg. banking calls that may have an impact on our customer’s relationship with us.
How does the organization use the information from the dashboards and/or segments you create?
We’ve been able to quantify the halo effect of marketing campaigns. For instance, both our banker and marketing folks knew that bankers had great touchpoints with their clients, but nobody could quantitatively tell what exactly that impact was in terms of accounts opened and profit. With Amperity, we can easily take note of any product or service acquired by a customer after a banker called them. This has been extremely insightful and we can now map ROI on banker calls and set expectations for future initiatives.
In short, our marketing team is now able to visualize marketing campaign performance, and our product managers have more information to work with.
Were there certain activities that were hard to accomplish or took a lot of effort and time for your marketing team without a CDP?
Without the CDP, every time we needed a moderately complex analysis, we would have to start from the beginning — pull the data from the system, remember how to connect all that data together, audit the data... it took a lot of time. As a result, we’d only do those types of complex queries when there was a real need for them.
What’s the coolest thing you’ve been able to do with data?
Several months ago, we were invited to become DataGrid certified and train using the sandboxes on the operating platform! We were happily surprised by how much we can actually do, and how much power and control we had on those sandboxes.
What kinds of results have you seen with the work you’ve done with Amperity?
In regards to the tracking of banking calls earlier, we saw a 25% lift in additional accounts opened and were able to establish a baseline to compare future campaigns to.
Apart from being a data wizard at First Hawaiian Bank, what’s a hobby you love to do outside of work?
I’ve lived in Hawaii for 20 years, and love to surf and run. I try my best to be as goofy as life allows me to be. I generally try to make it out on the water at least once a week — see me in action in the video below!