Closed captions in English, French, and German can be accessed in the video player.
Global Head of Digital Analytics, BBVA
Jorge Casado Farga
Optimization and Funnel Health Senior Manager, BBVA
About the session
Discover how the BBVA Analytics Centre of Excellence is democratizing customer intelligence best practices and supports six markets worldwide within its analytics and optimization efforts.
Learn how BBVA actively drives adoption and implements new use cases by
Track: Analytics, Insights, and Activation
Industry Focus: Financial Services & Insurance
Technical Level: Intermediate
Presentation Style: Case/Use Study
Session Type: Session
Audience Type: Business Analyst, Digital Analyst, IT Executive, Marketing Executive, Data Scientist, Web Analyst
Business Type: B2C
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Tools & resources
Customer Success Presented by GSPANN Technologies, Inc.
Global Head of Digital Analytics
Henrique is a seasoned professional with over 20 years of experience in technology, data and digital strategy.
He began working with data at Locaweb, an Internet services company from his native Brazil that IPO’d recently in 2020. Henrique later built on this experience when he made the jump in 2011 to Expedia’s Latam operation in São Paulo as Product and Strategy Director, applying data and Adobe Analytics to drive the business’s accelerated growth in the region in the first half of the 2010’s.
Joining BBVA in Madrid as Head of Digital Analytics in 2015, his team worked with Engineering and Digital Sales as the bank ramped up its digital transformation to deploy a unified global data model for Adobe Analytics and to create a community of practice numbering in the hundreds. Analytics has since helped drive up Digital Sales to almost half of the total business as of 2020.
Looking towards the future, he is now working to combine data from Adobe with the bank’s own data to prepare for the new challenges in Digital Marketing. Current projects include an end-to-end connected view of customer journeys including on- and offline data in the corporate data lake and Analytics impact measurement.
Optimization and Funnel Health Senior Manager
Jorge Casado is currently part of the Optimization and Funnel Health group, which under the BBVA Global Area, helps to promote optimization and the improvement of processes and experience in the different geographies. "We are dedicated to observing, studying and testing the behaviour of the user of our online channels to increase their level of satisfaction and improve the experiences we offer." Previously, Jorge has had roles in digital divisions of companies such as Deloitte, ING and Accenture.
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