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 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
Transcript of Cardlytics at DRS: Reaching the Buyers You Really Want
Cardlytics © Copyright 2013 Proprietary and Confidential
1
Reaching the BuyersYou Really WantAn Overview of Card-Linked Marketing
Digiday Retail Summit
Cardlytics © Copyright 2013 Proprietary and Confidential
2
Card-Linked Marketing: Definition
• New, Effective Digital Advertising Channel• Connects Digital Advertising to In-Store Sales• Based on Consumer Purchase Transactions
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
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
Cardlytics © Copyright 2013 Proprietary and Confidential
Growth in Electronic Payments = More Spend Data
1999 2005 2010
43% 56% 69%
57% 44% 31%
In-Store Payment Type
Cash/CheckElectronic Payment
Source: BAI & Hitachi Study of Consumer Payments
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
Cardlytics © Copyright 2013 Proprietary and Confidential
7
Every Purchase Tells a Story.
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.
Cardlytics © Copyright 2013 Proprietary and Confidential
Insight & Analytics: Now What?
?
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
Cardlytics © Copyright 2013 Proprietary and Confidential
10
Card-Linked Marketing: How it Works/Demo
Mobile Banking Application
Cardlytics © Copyright 2013 Proprietary and Confidential
11
Card-Linked Marketing Demo:
BankAmeriDeals
Cardlytics © Copyright 2013 Proprietary and Confidential
12
Card-Linked Marketing Demo:
Customer Engagement
Cardlytics © Copyright 2013 Proprietary and Confidential
13
Card-Linked Marketing Demo:
Bank Rewards
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
Cardlytics © Copyright 2013 Proprietary and Confidential
Case Study #1Using Card-Linked Marketing to:
Acquire New CustomersQuestion:
Large home improvement/home goods retailer wanted to attract new customersNext Step
• Identify home improvement category “spenders”.• Use Card-Linked Marketing to present a marketing
offer only to those consumers.
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
Cardlytics © Copyright 2013 Proprietary and Confidential
Campaign Result: Lasting New Customer Acquisition
Month 1 Month 2 Month 1 Month 2 Month 30%
35%45%
25% 20% 21%
100% 65% 55% 75% 80% 79%
CompetitorsRetailers
Pre-CampaignCampaign Post-Campaign
Retailer vs. Competitor Share Over Time100% = all category spend
Source: CATS
Cardlytics © Copyright 2013 Proprietary and Confidential
Thank YouKasey ByrneSenior Vice President, [email protected]
