Case Study: British Gas achieves 85% reduction in data lag and 20% higher conversions with Pegasystems

British Gas Unified Marketing Unlocks Value

British Gas, one of Britain’s largest energy and home-services firms, faced a legacy “product push” marketing model with siloed channels and slow data updates. The company’s goal was to move to real-time, conversational customer engagement on a single platform, process high-volume billing-name acquisitions within hours, and enable large-scale simulation to improve personalization and campaign timeliness.

Using Pega Marketing in a phased cloud deployment, British Gas replatformed inbound channels, integrated inbound/outbound messaging, and enabled real-time digital interactions. The new solution supported 20 million billing-name acquisitions and 20 million SLA simulations in three hours and can run up to one billion simulated offers in the same window; it reduced data latency by 85% (from four days to one), drove a 20% uplift in conversion in Phase 1, and delivered multimillion‑pound savings while giving the business greater self-sufficiency.

British Gas

Jo Allen

Business Lead, Next-Generation Decisioning