Delivering personalised experience to customers

Find out how marketing and tech programme helped Barclays in generating more meaningful marketing collateral.

With an objective to offer personalised experience to customers, even when they are accessing external websites, apps and social media platforms, a review of the existing marketing stack was undertaken. Idea was to control and track Barclays marketing content on external channels so as to enhance customer experience and increase operational efficiency.

In action
Significant insights were derived from studying customers’ behaviour on internal and external digital channels.

The first phase of the Marketing Tech programme delivered ‘External Media Targeting’ solution comprising Salesforce Data Management Platform (DMP) and Google DoubleClick Manager, to manage digital ad display on external publisher sites.

Salesforce DMP allows capturing, unifying and activating our customer data across multiple channels in a single platform. We are also now able to share more accurate information regarding marketing segments and audience profile for various campaigns on external publisher sites.

The established Ad display framework involving DMP, Google DBM and Ad Network has enabled Barclays to target customers with more appropriate, timely and personalised messages and offers. The framework also allows capturing of clicks, suppressions and conversions for revising the targeting strategy.

This has ensured that even on external sites, we are showing pertinent advertisements to relevant customers thereby increasing the propensity of converting the offer thus reducing the cost per acquisition.

The solution is fully compliant with General Data Protection Regulations (GDPR) and takes into account customer marketing preferences.

For future usage, Salesforce DMP can also combine our customer data with new data sources (second and third party machine learning models) and signals to enrich the audience reach, subject to data privacy approvals.

This story is a great example of how we are focused on the customer experience. The project has brought forth improved customer satisfaction and at same time efficiency to the business.