The software, supported by decision support business Experian-Scorex, will automatically determine the most appropriate offer to make a customer, the best time to make the offer, and the best channel through which to send it.
Marketswitch combines information about "customer events" such as insurance renewal dates and loan expiry dates, with channel and product propensity scores.
Matt Harris, head of CRM for Barclays Customer Insight, said: "We looked at a number of optimisation vendors in the market and we chose Experian's solutions because it delivered the ability to optimise individual customers over time, which is key to our business requirements."
Experian's marketing optimisation provides financial services companies with greater control over specific customer management strategies and how they impact profits, according to Jo Buxton, director of business development at Experian-Scorex.
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