While fintech firms receive the lion’s share of media attention in Africa’s financial services sector, much of the innovation occurs within legacy banks as they strive to evolve.
At the heart of this transformation at Zenith Bank Ghana is Adriana Dugbartey, a data analyst whose models, dashboards, and strategic foresight are helping reshape banking from the inside.
In early 2023, Adriana led a project to identify untapped revenue potential within Zenith’s existing customer base.
Using clustering algorithms and regression modeling, she analyzed transaction patterns and service usage data, revealing that nearly 30% of account holders exhibited financial behaviors similar to those of business banking clients but were not enrolled in any SME products.
Adriana worked closely with the SME team and created a predictive list of 5,000 high-likelihood prospects.
and then