DATA-DRIVEN DIGITAL MARKETER
In partnership with
Data and strategic analytics, Barclaycard
What do they do?
In a bid to encourage customers to transact during a 30-day offer period and beyond, Barclaycard generated a fully digital campaign starting in July 2016. Specifically, it wanted to identify new customers and take them through an automated 42-day journey with the specific target of increasing card activations and online servicing registrations.
To do this, new commercial card data is acquired from the source system into Barclaycard’s Hadoop platform. After being checked for suppressions, it is segmented to determine a personalised campaign journey. A daily dataset is then sent via secure API to Eloqua, a digital marketing tool. Customer activity is reviewed with segmentation logic allowing appropriate messages to be sent to customers based on their behaviour.
An in-bound API has also been developed to send this data to the Hadoop platform to monitor campaign effectiveness. In three months, the campaign has resulted in the positive delivery rate of the vast majority of emails, as well as increase in card spend rate and servicing registration rate.
What did the judges say?
Judges were impressed by the way rich data sources had been joined and the uplift in card spending which resulted from this programme. The recognised the challenges involved in achieving this within a traditional business.