A bank’s loyalty programme was building a new mobile app and wanted every member to open it to a personalised set of fortnightly challenges. That meant a data platform, a decisioning engine, a high availability API and integrations with external vouchering vendors, all behind a single screen.
| Client | Large financial institution |
| Service | Technology · EngageIQ campaign management |
| Capability | Campaign data warehouse, Single View of Customer, personalisation engine, high availability API, ETL at scale, vendor and call centre integration |
| Outcome | Roughly 6 million personalised offers a month to more than a million members, at a cross-sell ROI of 400% to 600% |
The challenge
The bank was building a new mobile app for its loyalty programme. As its official analytics partner, Eighty20 was asked to help develop the app’s customer value proposition and then to enable its flagship feature.
The feature was deceptively simple to describe. Every fortnight, each member should open the app and find a personalised set of banking challenges, with rewards suited to them, that they could complete and claim in-app.
Behind that screen sat a harder problem. The challenges had to be allocated per member from their actual banking and shopping behaviour. Completion had to be detected from transaction data rather than declared by the member. Rewards had to be fulfilled through external vouchering vendors. And all of it had to respond fast enough to sit behind a mobile app that a million people would open.
The timing raised the stakes. The work coincided with a major migration of all the programme’s data and dedicated infrastructure to AWS. Before this, the bank had no operational cloud-based solution in any business unit, anywhere in the group.
What we did
A campaign-focused data warehouse. We built a warehouse ingesting around 400 million records a month into a Single View of Customer carrying more than 400 attributes per member. The ETL pipeline drew on multiple sources, including roughly 1.25 million point-of-sale transactions a day, both to inform offer allocation and to detect challenge completion.
A personalisation engine. We developed the engine that allocates each member a unique set of challenges and reward incentives, based on their current and previous banking and shopping behaviour.
EngageIQ campaign management. We deployed EngageIQ’s campaign management system to run the cycles, and integrated it through API endpoints to the external vouchering vendors and to the bank’s call centre.
The EngageIQ campaign control centre: member upload, cycle management, offer attributes, offer management and deployment.
A high availability API. We deployed an API called directly from the app to fetch a member’s offers and to register in-app challenge completion and incentive selection in real time. Every piece of data collected lands in the warehouse for further analytics.
The member experience: rewards balance and tier position, the personalised challenge set for the cycle, and a completed challenge with its reward claimed. Client and partner names redacted.
The result
This became the first major cloud-based solution deployed for the bank, in any business unit globally.
In steady operation, the programme delivers:
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- Approximately 6 million personalised offers each month, targeted to more than 1 million members
- 45% of members complete at least one challenge per cycle
- A 45x increase in digital product adoption
- A 3x to 7x increase in the use of banking products
- Cross-sell ROI of 400% to 600%
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“Their technical expertise combined with an agile, pragmatic and solution-oriented approach enabled us to deliver significant value back into the organisation within a short period of time.
Head of Data Science, HomeChoice
A client reference from Eighty20’s wider portfolio, not from the institution described in this case study.
Why it worked
Personalisation at this scale is usually attempted as an integration project: buy a campaign tool, connect it to a warehouse someone else built, and hope the two agree about who the customer is.
Here the data platform, the decisioning engine, the API and the campaign system were designed as one thing. That is why challenge completion could be detected from a point-of-sale feed within the same cycle it was earned, and why a member tapping in the app got an answer fast enough to feel instant.
Want to run personalised offers through your own app or channel? Talk to us about EngageIQ and what it takes to run a cycle end to end.
