Data, Data Everywhere — But No Insight in Sight
UBA Bank had access to millions of customers across Africa’s fastest-growing economies.
The problem?
They knew everything and yet, nothing.
Customer data was fragmented, underutilized, and dangerously disconnected from the sales strategy.
Products were being built without behavioral insight.
Marketing campaigns were based on assumptions, not evidence.
Sales teams? Flying blind.
The controversial truth:
UBA wasn’t short on data.
It was short on data that drives demand.
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Project Title
From Data Drought to Demand Surge
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Client
UBA Bank
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Year
~ 2023
The TSC Approach:
We stepped in to ask a tough but necessary question: “What’s the point of data if it doesn’t sell?”
TSC’s mission was clear:
- Rewire the customer journey
- Activate intelligent demand
- And prove that data isn’t a department — it’s a growth engine
Step 1: Diagnose the Disconnect
We started with a data audit across all touchpoints:
What we uncovered:
Emerging market insight:
In high-growth regions, customers are not just looking for products.
They want clarity, speed, and relevance.
UBA wasn’t delivering any of the three — yet.
Step 2: Transform Data into a Sales Strategy
Here’s where the real shift began:
Step 3: Respect the Market, But Challenge the Norms
In emerging markets, personalization is rare.
Many banks assume “mass messaging” is the only scalable option.
TSC proved otherwise.
With micro-targeted campaigns and data-fueled timing, we helped UBA show that scale and precision can coexist — even in markets with infrastructural and connectivity gaps.
The Results
Conclusion
UBA didn’t have a data problem.
They had a data purpose problem.
TSC helped them shift from raw numbers to refined action — and the result wasn’t just better marketing or cleaner dashboards.
It was customer trust, faster decisions, and real growth.
Because in emerging markets, the bank that understands first — wins first.
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