OCBC has long been recognized as a leader in traditional analytics within Southeast Asia, investing over $100M to build its capability. Donald MacDonald shares how OCBC determined that what had worked in the past may not succeed in the future and how it built support for its next-generation platform and explores its big data strategy and some of the challenges and triumphs experienced in bringing it to reality.
Donald MacDonald leads OCBC Group’s big data analytics, data-driven marketing, and overall CRM architecture across Asia, where he has responsibility for driving business value from data by providing actionable insights to segment, channel, and product managers across all geographies and business divisions. Donald manages a large marketing analytics center of excellence supporting all OCBC Group companies including banking, insurance, share trading, private banking, fintech, and external third parties. Capabilities within the CoE include data science, campaign decisioning, self-service analytics, operational CRM, and HR analytics. Donald also manages OCBC’s Operational CRM platform and implemented the bank’s award-winning next-generation unified sales desktop (ROME). Donald has over 20 years of international experience in analytics, helping companies to generate actionable insights and increase revenues. Prior to joining OCBC, he worked at IBM and PwC Consulting, delivering data-driven solutions globally. He began his career at Standard Life Group in the UK building and leading its Data Mining team.
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