For mass mailing to micro targeting

Barclaycard has invested significantly in a new martech stack – Salesforce Marketing Cloud and DMP – as well as a new Hadoop big data architecture.

With more new technology still to come, Barclaycard's marketing team needed to quickly leverage this new capability, data and investment, to step-change customer engagement and marketing response.

We've helped Barclaycard on their journey from traditional direct response, campaign-led communications with a 1% response rate to personalised ‘always on’ marketing that recognises different customer needs and builds new contextual journeys. The ambition is to deliver 3-5% response rates across all customer marketing. We need to do this in tandem with the delivery of tried and tested, business-as-usual activity. This is not a ‘switch off, switch over’ approach, rather an ongoing revolution through consistent evolution.

We have taken a customer-centric approach to the task by developing a suite of use cases that respond to customer needs using a ‘jobs to be done’ framework. The use cases have allowed us to then focus on activating the right data sets and channels and to deliver the customer experience we have designed in time-boxed phases of 12 weeks.

But the work doesn’t stop there. We've been optimising use-cases across an expanding channel mix. 

With a deeper understanding of the customer and a holistic view of behaviour across new journeys, we are continuously optimising the use cases by expanding the audience and orchestrating messages across ever-more channels – from email and push notifications to Facebook advertising and programmatic display.

New martech and ‘always on’ marketing means fundamentally changing marketing’s operating model. And, we've worked with Barclaycard to create expert ‘squads’ able to deliver each use case from inception to design to delivery, supplementing these squads with specialists as needed at key stages.

Client

Specialisms involved

Barclaycard has invested significantly in a new martech stack – Salesforce Marketing Cloud and DMP – as well as a new Hadoop big data architecture.

With more new technology still to come, Barclaycard's marketing team needed to quickly leverage this new capability, data and investment, to step-change customer engagement and marketing response.

We've helped Barclaycard on their journey from traditional direct response, campaign-led communications with a 1% response rate to personalised ‘always on’ marketing that recognises different customer needs and builds new contextual journeys. The ambition is to deliver 3-5% response rates across all customer marketing. We need to do this in tandem with the delivery of tried and tested, business-as-usual activity. This is not a ‘switch off, switch over’ approach, rather an ongoing revolution through consistent evolution.

We have taken a customer-centric approach to the task by developing a suite of use cases that respond to customer needs using a ‘jobs to be done’ framework. The use cases have allowed us to then focus on activating the right data sets and channels and to deliver the customer experience we have designed in time-boxed phases of 12 weeks.

But the work doesn’t stop there. We've been optimising use-cases across an expanding channel mix. 

With a deeper understanding of the customer and a holistic view of behaviour across new journeys, we are continuously optimising the use cases by expanding the audience and orchestrating messages across ever-more channels – from email and push notifications to Facebook advertising and programmatic display.

New martech and ‘always on’ marketing means fundamentally changing marketing’s operating model. And, we've worked with Barclaycard to create expert ‘squads’ able to deliver each use case from inception to design to delivery, supplementing these squads with specialists as needed at key stages.

7x

7x

Higher click through rates for display ads

1.3M

1.3M

Customers reached

Highlights

More work

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