Fintech
The team has been crucial in helping us to expand to Africa. The data warehouse and reporting suite digitalised our approach to marketing budget allocation and set us up for long-term success
Freddy Lau
Hantec Financial, Group CEO
Hantec Financial is a global fintech provider offering trading and investment solutions to retail and institutional clients, with a strong footprint across Asia and Europe. In 2024, the company launched a strategic expansion into Africa - one of the fastest-growing regions for mobile banking and digital commerce - marking its first major entry into a frontier market. The opportunity was significant, but so were the challenges: it was Hantec’s first digital marketing programme in the region, with no existing benchmarks, no attribution model, and no infrastructure to measure performance or success.
Hantec was gearing up to invest heavily in digital campaigns to boost brand visibility and acquire customers across multiple African markets. But unlike its established regions, this expansion lacked historical marketing data and had no tech stack in place to measure effectiveness. The team faced key concerns: uncertainty around which channels would perform best given diverse consumer behaviours, no tracking or data governance to validate spend or measure ROI, and a high risk of wasted investment as media budgets scaled without real-time feedback.
Day1Data partnered with Hantec to build a full-stack marketing data solution, equipping the team with the tools and insights needed to launch digital campaigns in a new region and scale with confidence. Phase 1: Data Foundations Implemented GA4, Tag Manager, and custom event tracking across regional sites. Integrated data from ad platforms and CRMs into BigQuery using Hevo, with dbt standardising metrics. Real-time dashboards in Looker Studio provided visibility into campaign performance, conversions, and funnel behaviour. Phase 2: Optimisation & Efficiency A modular analytics suite enabled real-time monitoring and weekly reporting on ROI, creative impact, and audience segments. Smarter budget allocation avoided waste and delivered hundreds of thousands in savings while meeting or exceeding performance targets. Phase 3: Strategic Impact Dashboards became central to planning and decision-making. The Africa launch proved the value of modern data practices, sparking broader digital transformation across the business.
Financial Outcomes Protected major marketing investment from inefficiencies, hit strong conversion and performance targets across all launch markets, and redirected savings into retention and lifecycle marketing. Operational Efficiency Delivered a full data stack in under 8 weeks, replaced manual reporting with real-time dashboards, and enabled weekly, data-driven planning and post-campaign reviews. Strategic Transformation Built a scalable data foundation for future market launches, with the Africa success prompting adoption across other business units and empowering leadership with always-on, consistent analytics.
