The Art of Data Product Management: From Lab Intelligence to the Real ValueYasaman Hadjibashi, Chief Data Officer, Barclays Africa Group Ltd.

Using open-source big data platforms and technologies, combined with customer-centric thinking to build authentic and

personalised experiences

60% smartphone penetration

500m by 2020

50% under 25

Zepplin

Spark NiFI Python

Fatafat R

This presentation has been prepared by Barclays Africa Group Limited ("Barclays"). Copyright in this presentation is owned by Barclays Africa Group Limited. No part of this presentation may be reproduced in any manner without the prior written permission of Barclays. Barclays Africa Group Limited a public company with Registration number: 1986/003734/06 incorporated under

the Laws of the Republic of South Africa and all rights remain reserved”

Data Wunderkinds | Growth Hackers

1. Predictive overdraft alerts Featured in

10xmore conversion rates

Connection

+80NPS score

Feedback

Helping our customers proactively manage their payments

Using forecasting models on transactional data to proactively alert customers with personalised options, including real-time product uptake.

This presentation has been prepared by Barclays Africa Group Limited ("Barclays"). Copyright in this presentation is owned by Barclays Africa Group Limited. No part of this presentation may be reproduced in any manner without the prior written permission of Barclays. Barclays Africa Group Limited a public company with Registration number: 1986/003734/06 incorporated under

the Laws of the Republic of South Africa and all rights remain reserved”

>65%actioning on alerts

Acquisition

2. Credit limit increase personalisationOffering intelligent next-best actions to card customers based on behavioral and spending data

2xhigher product

uptake

30%via iVoice for high propensity leads

10%avg. increase of CLI

offered

Uptake Connection Value

Using cross-organisational data, including spending patterns and utilisation ratios, to offer credit limit increase via engaging channels and optimised

actioning.

This presentation has been prepared by Barclays Africa Group Limited ("Barclays"). Copyright in this presentation is owned by Barclays Africa Group Limited. No part of this presentation may be reproduced in any manner without the prior written permission of Barclays. Barclays Africa Group Limited a public company with Registration number: 1986/003734/06 incorporated under

the Laws of the Republic of South Africa and all rights remain reserved”

3. Digital propensity clustering to influence customer behaviourIdentifying customers with a high digital propensity to adopt new

channels

10xadoption for high-propensity clusters

(mobile app)

10%increase of no. of

transactions

1 in 2more likely to use digital

channels

Success Engagement

Using hybrid supervised/unsupervised algorithms with scalable technologies, to identify a set of common digital attributes and convert customers to new

channels.

This presentation has been prepared by Barclays Africa Group Limited ("Barclays"). Copyright in this presentation is owned by Barclays Africa Group Limited. No part of this presentation may be reproduced in any manner without the prior written permission of Barclays. Barclays Africa Group Limited a public company with Registration number: 1986/003734/06 incorporated under

the Laws of the Republic of South Africa and all rights remain reserved”

Usage