Marketing, Products & Analytics
Our Marketing, Products & Analytics teams are here to help the various Barclays businesses meet their goals and objectives by championing the customer across the organisation. Our aim is to attract more customers to do more business with us. To achieve this we need people with deep empathy of our customers and markets, a curiosity about the external environment and those with an appetite to be creative and drive change.
Our work covers a broad range of disciplines:
Customer & Competitive Insight
Our ambition to make customers’ lives much easier can only be realised when we understand their current and future needs. This is where our Insight teams come in. They research what customers, think, feel and do with our brand, products and services and make recommendations on future steps and trends which can grow our business. They also ensure we keep ahead of our competitors and market changes by sharing that knowledge with our businesses. To work here you need to be passionate about customers, inspired by the idea that your research could shift products and business thinking and enjoy creating clarity out of complexity.
Brand Management
This team ensures our brands are managed effectively and expressed consistently to support our business and brand objectives. They brand the customer experience to ensure every interaction with Barclays is visually and verbally consistent. They oversee internal engagement activities to ensure colleagues understand our brand, its values and the role they play to bring it to life day-to-day, and they work on strategic and proposition development.
Customer Marketing
Our Customer Marketing teams develop strategies and campaigns to support new initiatives. First-class marketing communications begin with understanding what makes our customers tick. From there, our campaigns are built on deep product knowledge and expertise across the marketing mix – strategy and planning, brand, advertising, media, digital marketing, social media, direct mail, and internal and external communications. A key area of growth lies in our Digital Marketing Engagement – as consumers and businesses increasingly operate in the digital environment, and more and more marketing and communication moves from traditional channels to digital channels, it is critical that we keep pace with this changing behaviour and our recent focus on social media as a new channel to market in is a great example of that.
Innovation, Product Management & Development
No company can stand still with its products, so Innovation, Product Management & Development are core to our long term success. These teams use the customer, competitor and market information provided by our Insight teams to ensure existing products remain appropriate and effective, develop new products and drive through innovations which could transform our markets. Product and solution examples of this in recent years include the development of Barclays mobile banking within the UK and the roll out of contactless technology by Barclaycard. Communications innovations include both the launch of the UK’s first ever free online financial literacy game, ’56 Sage Street’, which is aimed at 14-19 year olds; and the most recent Mumsnet partnership which enables Barclays to provide highly relevant and targeted content to this growing segment through a trusted route.
Corporate Affairs
While reputation management is the responsibility of everyone who works for Barclays, the Corporate Affairs team is ultimately given the responsibility of protecting and enhancing our reputation internally and externally. Successful reputation management continues to be crucial in the current environment. The team develops communication programmes and activities to present Barclays effectively to a broad group of stakeholders. This includes our 147,000 colleagues around the world, politicians, consumer groups, media and other external stakeholders. The team also act as key advisers to senior business leaders on the development and communication of policies and strategy. It’s a frenetic 24/7 world which touches almost every aspect of our business.
In recent years, we’ve been recognised as leaders in our field and have won a string of awards for our communication campaigns and other marketing activities.
Marketing Analytics
Our Marketing Analytics team provides a world-class commercial and strategic consultancy that enables the rapid acceleration of our growth agenda. Working within and leading cross-functional teams, the key responsibilities involve extracting value out of data, effective segmentation and targeting, identifying new market opportunities, product development and optimising the existing portfolio by designing innovative tests and creating new strategies.
We support the business through the analysis and interpretation of data to understand how and when our customers are spending and what other products and offers may appeal to them. We also apply segmentation and targeting and assess our customers’ behaviour in response to our products. The results of this help us create new strategies.
Our work includes identifying new market opportunities and new product development. We also work to make sure that our existing products and services are giving us the most value and that the marketing we do is efficient and effective.
Alongside our own international presence, we also work closely with our colleagues at Entercard in Sweden and Denmark. Everyone in the team across the globe shares best practice, knowledge and coaching with each other.
Within our team there are three specialist teams who cover a wide variety of work:
Our Acquisition team focuses on recruiting new customers by using a combination of statistical and analytical techniques, and commercial knowledge, to ensure that we target customers with the products that most suit their lifestyle and borrowing needs.
Our Existing Customer Management team analyses the impact of campaigns to customers who already have at least one of our products or services. Using the data that we have access to, we can advise on which customer profiles to target so that we generate profit not only from credit cards but from other products and offers that may benefit our customers.
Recently we have been helping the British government by giving them an idea of consumer spending habits based on our analysis of transactional data.
Our Marketing and Customer Engagement teams support digital marketing strategies by identifying customers who are likely to respond to messages when we contact them through different channels; including web, email and SMS. Our team predict what the return will be and make recommendations if the business unit should go ahead with the activity. Our data analysis also provides insights for customer loyalty programs and selling other products to customers.
