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Abu Shafi

Technical Lead - Web Analytics Specialist at Westpac Group

Abu Shafi is a Technical Lead specializing in Marketing Cloud and Web Analytics at Westpac Group.12 He joined Westpac in mid-2015 and has been involved in transforming the company's analytics and personalization efforts.2 Shafi has played a key role in implementing Adobe Analytics, Adobe Target, and Adobe Audience Manager to enhance customer experiences across Westpac's digital platforms.23

During his tenure at Westpac, Shafi has contributed to several significant projects:

  1. Simplifying Adobe Analytics by transitioning from multiple report suites to a unified one for all brands.23
  2. Developing a standardized DataLayer pattern and analytics framework for web and mobile apps.23
  3. Expanding personalization efforts to secure spaces and mobile apps using Adobe Target API and Adobe Audience Manager.23
  4. Implementing segmentation strategies to create targeted campaigns based on user behaviors.23

Shafi has also been involved in Westpac's adoption of the Adobe Experience Platform, which aims to orchestrate multi-channel, multi-brand engagement and reshape the bank's customer relationship paradigm.23

Related Questions

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How has Abu Shafi contributed to Westpac's use of Adobe Analytics?
What projects has Abu Shafi led or been involved in at Westpac Group?
How long has Abu Shafi been with Westpac Group?
What skills does Abu Shafi bring to his role at Westpac Group?
Abu Shafi
Abu Shafi, photo 1
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Location

Sydney, Australia