Card-Linked Marketing: Where it Fits in the Mix

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A definition and key elements of Card-Linked Marketing. An explanation of Card-Linked Marketing as part of a media mix with case studies.

A definition and key elements of Card-Linked Marketing. An explanation of Card-Linked Marketing as part of a media mix with case studies.

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  • New, Effective Digital Advertising ChannelConnects Digital Advertising to In-Store SalesBased on Consumer Purchase Transactions
  • Online & Mobile Banking applicationsStart with MobileQuestions

Transcript

  • 1. Card-Linked Marketing How it Fits in the Mix ad:tech NY Wednesday, 11/6/13
  • 2. Covered Today • Card-Linked Marketing – Definition & Key Elements • Card-Linked Marketing as part of the Media Mix • Case Studies – Meeting Specific Marketing Objectives with CLM 2 © 2013 Cardlytics. Proprietary and Confidential.
  • 3. Elements of Card-Linked Marketing • Target based on Past Purchase Behavior • Presented to the Consumer as a Bank Rewards Program • Chosen Offers Directly on Card • Unique Value to Retailers 3 © 2013 Cardlytics. Proprietary and Confidential.
  • 4. Target Based on Past Purchase Behavior 4 © 2013 Cardlytics. Proprietary and Confidential.
  • 5. Growth in Electronic Payments = Spend Data In-Store Payment Type 57% 44% 31% Cash/Check Electronic Payment 43% 1999 Source: BAI & Hitachi Study of Consumer Payments 5 © 2013 Cardlytics. Proprietary and Confidential. 56% 2005 69% 2010
  • 6. Debit More Commonly Used than Credit In-Store Electronic Payments 72% 66% 49% 51% Debit/Prepaid Credit 34% 28% 1999 Source: BAI & Hitachi Study of Consumer Payments 6 © 2013 Cardlytics. Proprietary and Confidential. 2005 2010
  • 7. Technology Between CL & the Bank Retailers Cardlytics Bank Offer Management System (OMS) Offer Placement System (OPS) Offer Details Performance Reports Campaigns Firewall 7 © 2013 Cardlytics. Proprietary and Confidential.
  • 8. Consumer Sees a Bank Reward Program 8 © 2013 Cardlytics. Proprietary and Confidential.
  • 9. Mobile Bank Example 9 © 2013 Cardlytics. Proprietary and Confidential.
  • 10. Online Banking Example 10 © 2013 Cardlytics. Proprietary and Confidential.
  • 11. No Change to Retailer POS 11 © 2013 Cardlytics. Proprietary and Confidential.
  • 12. Unique Value to Retailers 12 © 2013 Cardlytics. Proprietary and Confidential.
  • 13. Scale • Online & mobile banking nearly as commonly used as social applications • Nearly half of Millenials use mobile & online banking apps • 25% of online bankers use their banking app every day • Engagement typically 15% Source: Pew Internet & American Life Project 13 © 2013 Cardlytics. Proprietary and Confidential.
  • 14. Multi-channel Brand Exposure Online Text BankAmeriDeals(TM): We’re processing your cash back deal for Wawa. You have a new deal for Wawa. View available deals for details. Mobile Email We’re processing your cash back deal for Wawa 14 © 2013 Cardlytics. Proprietary and Confidential.
  • 15. Measurement Campaign Reporting • Segment specific • Customers, impressions, trips, sales Incremental Impact • Incremental lift • Benchmarking against base sales and trips Customer Value • Track new customer purchases over time • Level and depth of additional trips 15 © 2013 Cardlytics. Proprietary and Confidential.
  • 16. Covered Today • Card-Linked Marketing – Definition & Key Elements • Card-Linked Marketing as part of the Media Mix • Case Studies – Meeting Specific Marketing Objectives with CLM 16 © 2013 Cardlytics. Proprietary and Confidential.
  • 17. Media Mix Spending 2012 U.S. Media Spending in $ billions TV $64.5 Direct Mail $45.2 Teleservices $40.7 Newspaper $19.8 Search $17.8 Radio $15.9 Traditional Magazines $14.0 Display $13.7 Yellow Pages $8.2 Outdoor $6.8 Mobile $4.1 Social Tech & Services $2.1 Email $1.8 Lead Gen & Affiliate 17 Digital $0.2 © 2013 Cardlytics. Proprietary and Confidential. Source: Winterberry Group - Analysis of multiple sources
  • 18. Card-Linked Marketing within the Media Mix Target based on: Purchase History Card Linked Email Social Intent Display Search Online Coupons Affiliate Demographics TV & Radio Increasing Measurability 18 © 2013 Cardlytics. Proprietary and Confidential. Print Direct Mail
  • 19. Covered Today • Card-Linked Marketing – Definition & Key Elements • Card-Linked Marketing as part of the Media Mix • Case Studies – Meeting Specific Marketing Objectives with CLM 19 © 2013 Cardlytics. Proprietary and Confidential.
  • 20. Acquire New Customers Home Improvement/Home Goods customers • AttractRetailer: new to their brand • Identify home improvement category “spenders” • Use Card-Linked Marketing to present a marketing offer only to those consumers 20 © 2013 Cardlytics. Proprietary and Confidential.
  • 21. CLM To Attract New Customers 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 Card-Linked Marketing 21 © 2013 Cardlytics. Proprietary and Confidential.
  • 22. Campaign Result: Lasting New Customer Acquisition Retailer vs. Competitor Share Over Time 100% = all category spend 100% 65% 55% 75% 80% 79% Competitors Retailer 45% 35% 25% 20% 21% 0% Pre-Campaign Month 1 Month 2 Campaign 22 © 2013 Cardlytics. Proprietary and Confidential. Month 1 Month 2 Post-Campaign Month 3
  • 23. Thank You 23 © 2013 Cardlytics. Proprietary and Confidential.