Barclays Save on Direct Marketing and Increase Response Rates. KXEN Analytic Framework helps bank create relevant direct mail programs faster, resulting in reduced costs and enhanced customer relationships

LONDON, 4 May 2004 - KXEN, a global provider of predictive analytics, today announced that Barclays, one of the largest financial services groups in the UK, is using KXEN's Analytic Framework to help improve targeting of direct marketing. By using statistical models, mailing volumes can be reduced by up to 70% and increased response rates two to three times on many campaigns. With KXEN's Analytic Framework, relevant CRM models can be built in less time, allowing for attention on marketing support and improved, controlled customer contact.

Matthew Common, Head of CRM Support, Barclays, says: "In this fiercely competitive market, too often customers are approached with poorly targeted offers. CRM is a critical focus for our marketing team, and by using reliable predictive analytic products, we can react to customer behaviour faster and better, and provide them products and services to suit their individual needs."

Common explains, "We've also increased our speed to market. The process of model development used to take more than two months. With KXEN, it is now taking less than four weeks. This means we can concentrate on having the right offer in front of the right customer at the right time."

The Barclays' Customer Insight team runs hundreds of campaigns per month. Prior to KXEN, they used manual modelling techniques that were time consuming and resulted in models that were complicated to implement.

Roger Haddad, CEO, KXEN, says: "As the market becomes more crowded and customers continued to be inundated with unwanted messages, it is critical for companies to design marketing campaigns that are precisely targeted. KXEN arms companies with tools that can effectively and efficiently predict customer behaviour, enabling them to react quickly and appropriately to their needs - resulting in an increased bottom line."

Press Release Contact:
Adelaide Harrison
Tel:+44 (0) 20 7959 5520

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