Cardlytics at DRS: Reaching the Buyers You Really Want
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Cardlytics at DRS: Reaching the Buyers You Really Want

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Digiday workshop sponsored by Cardlytics. Card-Linked Marketing is a completely new media channel, providing advertisers the possibility of reaching exactly the consumers they want, at significant......

Digiday workshop sponsored by Cardlytics. Card-Linked Marketing is a completely new media channel, providing advertisers the possibility of reaching exactly the consumers they want, at significant scale. For the first time, advertisers can fine-tune their marketing based actionable Big Data. Cardlytics will discuss the industry, practical factors for success, and case studies for making the most of this new and effective channel.

Speaker: Kasey Byrne, svp, marketing, Cardlytics

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  • Reaching the Buyers You Really WantDefinition of Card-Linked Marketing – What it is & Why it’s Possible NowInsights from “Whole-Wallet” AnalyticsCase Studies
  • Useful to define the industryWhere doe the revenue flow
  • Useful to define the industryWhere doe the revenue flow
  • Useful to define the industryWhere doe the revenue flow
  • Online & Mobile Banking applicationsStart with MobileQuestions
  • Online & Mobile Banking applicationsStart with MobileQuestions
  • Online & Mobile Banking applicationsStart with MobileQuestions
  • Online & Mobile Banking applicationsStart with MobileQuestions
  • Useful to define the industryWhere doe the revenue flow

Transcript

  • 1. Cardlytics © Copyright 2013 Proprietary and Confidential Reaching the Buyers You Really Want An Overview of Card-Linked Marketing 1Digiday Retail Summit
  • 2. Cardlytics © Copyright 2013 Proprietary and Confidential Card-Linked Marketing: Definition • New, Effective Digital Advertising Channel • Connects Digital Advertising to In-Store Sales • Based on Consumer Purchase Transactions 2
  • 3. Cardlytics © Copyright 2013 Proprietary and Confidential Card-Linked Marketing: Connecting Digital Advertising to In-Store Sales • Target on Past Purchase Behavior • Presented to the Consumer as a Bank Rewards Program • Chosen Offers Directly on Card • Pay-For-Performance & Extensive Metrics
  • 4. Cardlytics © Copyright 2013 Proprietary and Confidential Card-Linked Marketing: How It Works • Target on Past Purchase Behavior • Presented to the Consumer as a Bank Rewards Program • Chosen Offers Directly on Card • Pay-For-Performance & Extensive Metrics
  • 5. Cardlytics © Copyright 2013 Proprietary and Confidential Growth in Electronic Payments = More Spend Data 43% 56% 69% 57% 44% 31% 1999 2005 2010 In-Store Payment Type Cash/Check Electronic Payment Source: BAI & Hitachi Study of Consumer Payments
  • 6. Cardlytics © Copyright 2013 Proprietary and Confidential Purchase Data & Analytics Can Tell You What Happens … Everywhere Else Where Do Customers Buy… When They’re Not Buying From You? A Single Retailer Knows What Happens … Inside the Store
  • 7. Cardlytics © Copyright 2013 Proprietary and Confidential Every Purchase Tells a Story. 7 In June 2013, 77% of consumers with gym memberships ate at QSRs, averaging 8 trips each. During Summer 2012, Whole Foods shoppers spent 15% more on gasoline than non-shoppers. In 2012, consumers who shopped at any florist spent 30% more at Victoria’s Secret than non-shoppers.
  • 8. Cardlytics © Copyright 2013 Proprietary and Confidential Insight & Analytics: Now What? ?
  • 9. Cardlytics © Copyright 2013 Proprietary and Confidential Card-Linked Marketing: How It Works • Target on Past Purchase Behavior • Presented to the Consumer as a Bank Rewards Program • Chosen Offers Directly on Card • Pay-For-Performance & Extensive Metrics
  • 10. Cardlytics © Copyright 2013 Proprietary and Confidential 10 Card-Linked Marketing: How it Works/Demo Mobile Banking Application
  • 11. Cardlytics © Copyright 2013 Proprietary and Confidential 11 Card-Linked Marketing Demo: BankAmeriDeals
  • 12. Cardlytics © Copyright 2013 Proprietary and Confidential 12 Card-Linked Marketing Demo: Customer Engagement
  • 13. Cardlytics © Copyright 2013 Proprietary and Confidential 13 Card-Linked Marketing Demo: Bank Rewards
  • 14. Cardlytics © Copyright 2013 Proprietary and Confidential Card-Linked Marketing: Connecting Digital Advertising to In-Store Sales • Target on Past Purchase Behavior • Presented to the Consumer as a Bank Rewards Program • Chosen Offers Directly on Card • Pay-For-Performance & Extensive Metrics
  • 15. Cardlytics © Copyright 2013 Proprietary and Confidential Case Study #1 Using Card-Linked Marketing to: Acquire New Customers Question: Large home improvement/home goods retailer wanted to attract new customers Next Step • Identify home improvement category “spenders”. • Use Card-Linked Marketing to present a marketing offer only to those consumers.
  • 16. Cardlytics © Copyright 2013 Proprietary and Confidential Designing a Card-Linked Marketing Campaign Targeting to Attract New Customers: • Consumers living near stores • Consumers who had shopped in Home Improvement (any store) in the past 6 months Marketing Offer: • 15% Cash Back on in-store purchase • Offered though bank debit cards
  • 17. Cardlytics © Copyright 2013 Proprietary and Confidential Campaign Result: Lasting New Customer Acquisition Month 1 Month 2 Month 1 Month 2 Month 3 0% 35% 45% 25% 20% 21% 100% 65% 55% 75% 80% 79% Competitors Retailers Pre-Campaign Campaign Post-Campaign Retailer vs. Competitor Share Over Time 100% = all category spend Source: CATS
  • 18. Cardlytics © Copyright 2013 Proprietary and Confidential Thank You Kasey Byrne Senior Vice President, Marketing kbyrne@cardlytics.com