Engage Mobile Consumers in the Moment

Mobile CRM and Customer Engagement

Richard NaddyManaging Director,

Mobile Information ServicesCiti Enterprise Payments

Remember Static Banner Ads?Then Came Cookies and Dynamic ContentCookies Enabled Measurement → Pay for PerformanceWeb-Like 1-to-1 Marketing in the Real World?

• Dynamic content• Commission-based business models• Cookies?• Real Customer Behavior

DMA October 2013– Richard Naddy, Citi©

A More Complete View of Your Customers

Do you understand your current and potential buyer as a…

CUSTOMER? CONSUMER? PERSON?

You know what you sold to the customer

and her service history

But what did she buy with the other merchants she

frequents?

And what information is she revealing about

who she really is?


• Getting married / divorced• Having a baby / new child• High school / college graduation

• Accelerated spend in auto repairs • Environmentally conscious spend • Technology spend

• Change of job type / occupation• Change of residence• Starting a new business

Model-Driven Targeting of Prospects and Existing Customers

INFREQUENTLY OCCURRING

TRANSITIONAL AND DAILY ACTIVITY

LIFE EVENTS


An unmatched collection of data from multiple sources…

filtered and analyzed to generate targeted offers...

and distributed through Citi’s “touch points”…

…allows merchants to optimize marketing

and increase revenue

Leveraging Big Data and Advanced Analytics

ANALYTICS,SPEND PATTERN-

TRIGGERS,FILTERS, ETC.

OffersDataPublicData

Merchant Data

Credit Card Data

Sales


People are Inseparable from their Mobile Phones

The most personal device there isYou don’t share it. It’s the last thing you check at night, and the first thing you reach for in the morning.

Always sensing It knows who and where you are, as well as what’s around you

Armed with powerful mCommerce capabilitiesNot only can it be used to target, it can immediately fulfill

A mobile phone is…


Mobile = Always Informed, Always Addressable


Analytics Paradigm Shift

One Offer, Which Customers?

One Customer,Which Offer?


Big Data, Big Analytics, One Offer

LOCATION Environment DEMOGRAPHIC

• Entering a GeoFence• Entering an Overlapping

GeoFence• Leaving a Geofence• Frequented Geofence

• Time of Day• Day of the Week• Seasons, Holidays• Weather

• Gender• Income Level• Age• Persona

• Number of Offers to Receive per Day

• Preferred Categories• Preferred Timings• Offer Likes / Dislikes

• Transaction Type• Number of Transactions• Avg Transaction Size• Spend Type• Merchant Category• Location• Frequency

• Offers Searched / Pulled• Offers Opened• Offers Activated• Offers Redeemed• Offers Expired• Voucher Wallet• Frequency of Use

EXPRESSED PREFERENCES SPEND HISTORY MOBILE APP HISTORY


Unique Customer Profiles• Age 47• Lives on Upper West

Side• Income > $300,000• Spends frequently at

J. Press, Tribeca restaurants, wine merchants

• Meeting a client near 53rd St. and Park Ave. for a weekday drink at 6pm

• Art grad student• Hangs out at West

Village cafes• Shops often at

Whole Foods, Anthropologie, Sephora

• About to join girlfriends for shopping on a Sunday afternoon


Dynamic Content

Lunch hour Happy hour After hours

12:30

Logo

5:46

Logo

9:28

Logo


What if Merchants Could Gain Control and Insights via a simple Portal?

► Define customer segments

► Set sales goals

► Identify the event-trigger

► Define customer segments to exclude

► Set when the offer gets executed; when it doesn’t

► Get insightful performance reports

Merchant portal provides the ability to

► Select target profiles

► Set goals for location, volume, etc.

► Specify dates, times, weather, locations, behavior

► Select customer profile attributes, review customer preferences

► Set presentment parameters: geofences & limitations

► Receive redemption statistics of past and live offers

In just a few easy steps


Offers the right

through individualized targeting

Gives richer offers

to acquire the target customer

Uses geolocation to offer a deal at the right

Place

Uses contextual,

dynamic messaging to perfect the

message

The Savvy Mobile Marketer Focuses on

Promotional

Priced

Product


Merchants reach most desired customers with greatest efficiency

Customers receive richer offers, leading to greater satisfaction and spend

Putting it all Together

New technologies enable “cookies for the real world”

Mobile = always informed, always addressable

Big data

analytics

enable

win-win

results


Learn More

Richard Naddy

Managing Director,Mobile Information ServicesCiti Enterprise Payments (CEP)

[email protected](847) 924-9383


Engage Mobile Consumers in the Moment

Business

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