case studies
Barclaycard wanted to focus on improving commercial advantage from within the Insurance and Fee Income area.
Working closely with Barclaycard's in-house team, Jaywing consultants identified and mapped the right data to create consistent and automated management information. Harnessing this business intelligence from Barclaycard's UK network of internal and external data systems has proven to be a very rewarding initiative worthy of the resource investment.
When goals range from strategic initiatives to business as usual, it can be difficult to meet them all with a finite in-house resource. Barclaycard identified Jaywing as having the right expertise and approach to support and guide their in-house team. Chris Clow (ex-Head of Fee Income) at Barclaycard comments:"Jaywing was able to get to grips rapidly with our scope and data infrastructure. We found their approach very successful through the focus they applied - Jaywing people have a strong mix of business acumen and SAS excellence. They quickly understood the data and tackled the complexity to build a data repository that allows us to keep on developing tailored management information as well as producing regular reports."
Jaywing believes that focusing on the integration and use of data post implementation is key to the success of any project. We work on site at Barclaycard, with the in-house team to help them get the most from their new facility and identify further opportunities for improving and growing their business. Together we identified potential business benefits in designing an analytic data mart so that data could be more easily accessed, and for models to be developed and implemented more rapidly.
"We've always had powerful insight into our customers' product and channel preference, channel performance, and channel eligibility. Deepening our understanding and exploiting this insight has resulted in changes that have significantly enhanced the customer experience, and the profitability of our multi-channel communication program - response rates from a number of outbound campaign selections have increased by 30 - 50%"
Jaywing's approach is pragmatic and we work closely with clients to achieve results. Because of our experience and practical know how we are able to work quickly and efficiently to find the right remedy to each client's unique situation and goals. In fact, Jaywing established the analytics data mart and the process for its regular update, in under a month.
The new analytics data mart and relationship with Jaywing continues to create a more dynamic analytical environment enabling existing and new products to be delivered to the market in a matter of weeks. A more successful communication strategy is provided by the ability to develop and implement targeting models quickly, based on better data and stronger results. Chris Clow says:
"We've been very satisfied with the progress made with the support of Jaywing resource. We're seeing an improved pace of programme development and better outcomes from more targeted activities"
