Building a data-led Performance Model
The Challenge
Barclays Bank appointed Alchemists following a significant internal reorganisation that included a merger between the retail bank and credit card divisions.
Our objective was to find the most effective, data-led marketing and media agency model to support transformation from a traditional approach and to align online and offline activity.
Our task was to identify the current issues, work through the various internal, client and external, agency models and recommend the best solution for the business.
Our journey with the client
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Bringing two formerly distinct organisations, with their historic agency relationships, together had expected sensitivities to be managed.
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We held numerous 1-to-1 discussions with key internal and agency-partner stakeholders and facilitated workshops in which we played back our findings and presented a range of model options for debate.
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This quickly exposed gaps and overlaps and led to all stakeholders concluding that a single, integrated model, with pooled data and a common partner, was the right answer for all.
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We recommended a quick-to-implement, pragmatic option that built on existing agency relationships and scoped out how this could be built from scratch.
The Outcome
Many internal roles and ways of working has changed
We've identified lower-value, tasks for outsourcing
Improved efficiency and effectiveness
We've created a pragmatic implementation roadmap