MasterCard mines social trends and data to ‘connect the right offer to the right consumer’

Screen Shot 2014-10-02 at 11.01.14 AMMasterCard is talking to banks across Asia Pacific, including Australia, as it rolls out new data-driven marketing technology that allows offers to be driven “to the right consumer at the right time”.

The technology, called Priceless Engine, uses more than 20 tech platforms to crunch data, monitor consumer trends and study social media conversations to determine what offers to send, at what time and to which consumers.

Asia Pacific group marketing head Sam Ahmed said it will allow MasterCard, retail and bank partners to see within an hour whether a marketing campaign is working.

“We get immediate responses on what is what is working and what is not,” he said. “We are publishing where the consumers are, on Facebook, on paid media. I can publish to two million people in a split second, and in an hour I can find out what is working.”

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.