Tasked with leveraging their rich online content and their offline trading data, we aimed to set IG Group on the right path for their Customer Data Platform (CDP) initiative. We identified key issues and opportunities, aligned practical use cases with their business objectives, and methodically outlined the necessary technical tasks. We focused on ensuring a smooth transition from the initial concept to implementation and finally, to achieving tangible business benefits.

Challenge

The challenge for IG Group was multi-dimensional:

• A vast array of digital content including podcasts, articles, and webinars, all requiring effective utilisation for customer acquisition.
• Identifying user journeys that yield the most value and using these insights to optimise the overall customer experience across marketing channels.
• A requirement to personalise content delivery, ensuring the right content reaches the right user at the right time.

Solution

Our approach involved close collaboration with IG Group's teams to strategise the CDP implementation effectively:

• Customer Experience (CX) Mapping:
  • Developed a comprehensive CX blueprint, mapping out the customer journey across IG Group's digital platforms.
  • Identified key touchpoints and channels to optimise content delivery and user engagement.
• Data Resolution Mapping:
  • Analysed IG Group’s diverse data sources for optimal CDP integration.
  • Examined key identifiers and attributes that would bring strategic value to the CDP use cases.
• Use Case Alignment:
  • Identified and prioritised CDP use cases to enhance their personalisation strategy and customer acquisition and retention.
  • Focused on aligning these use cases with IG Group's broader business objectives.
• Data Governance Plan:
  • Established a clear data governance framework to maintain data quality and compliance throughout the CDP project.

Results

Our meticulous documentation and blueprinting of strategic use cases have been pivotal for IG Group, ensuring a coherent and actionable project plan:

• Solidified IG Group's position at the forefront of digital strategy, emphasising their role as innovators in the financial sector.
• Leveraged Comwrap Reply's digital analytics and CDP acumen to guide IG Group towards an integrated, data-centric customer experience model.
• Developed comprehensive documentation and blueprints for each strategic use case, clarifying technical deliverables and execution plans.
• Achieved stakeholder alignment across teams, creating a shared understanding of responsibilities and contributions for successful use case implementation.
• Fostered collaborative participation across departments, vital for the success of each use case and the overarching strategy.