Banking · Adobe Analytics

HDFC Bank: Unified Digital Measurement with Adobe Analytics

India’s largest private-sector bank needed one trustworthy view of digital behavior across net banking, mobile app and public site — replacing fragmented reporting that no two teams agreed on.

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digital properties unified on one measurement layer

100%

of priority acquisition journeys with live funnel reporting

quarters from kickoff to audit-ready governance

source of truth replacing per-team reporting

The Challenge

HDFC Bank's digital estate spans a public marketing site, a logged-in net-banking portal and one of the country's most-used banking apps. Each property had grown its own measurement: different tools, different definitions, different numbers in every review meeting.

The consequences were practical, not cosmetic:

No agreed funnel numbers for the journeys that matter — account opening, loan applications, card acquisition
Marketing attribution stopped at the click, with no defensible view of which channels produced funded accounts
Compliance constraints ruled out casual tooling: consent handling, data residency and auditability were entry requirements, not enhancements

The Solution

DWAO implemented Adobe Analytics as the bank's single measurement layer across all three properties, governed by one solution design reference.

Key decisions that made it work:

One solution design, three surfaces — a shared variable map so "application started" means the same thing on web and app
Consent-first collection — data collection wired to the bank's consent framework, with collection suppressed until consent, not filtered after
Journey-centric report suites — virtual report suites per business line (retail, loans, cards) on a single global suite, giving teams autonomy without forking the truth
Attribution IQ rollout — side-by-side attribution models for acquisition journeys, ending the last-click-versus-everything debate with evidence

The Architecture

Collection runs through the Adobe Experience Platform Web SDK on the public site and net banking, with the Mobile SDK on the app feeding the same schema. A server-side collection layer improves resilience and keeps page performance within the bank's budgets.

Report-suite architecture follows a global-suite pattern: one master suite, segmented into governed virtual report suites per business line with role-based access — satisfying both the analytics teams' need for cross-journey visibility and the compliance requirement that access follow data-scope rules.

The Results

Within the first two quarters after go-live:

Funnel reporting for the priority journeys (account opening, personal loans, credit cards) moved from spreadsheet reconciliation to live Workspace projects the business lines actually open
Marketing and product teams report from the same numbers for the first time — review meetings argue about decisions, not definitions
Attribution evidence reallocated acquisition spend toward channels producing funded accounts rather than raw clicks
The governed virtual-report-suite model passed internal audit review without remediation

Metrics in this case study are illustrative for design review — replace with the engagement's verified figures before publishing externally.

Adobe Analytics
Adobe Experience Platform Web SDK
Adobe Mobile SDK
Analysis Workspace
Attribution IQ

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