Integrating Mastercard offline purchase data with online Google AdWords Search Advertising is well, Priceless ! To the marketer that is.
According to the wired.com report, Mastercard is trying to sell aggregate data to marketers for the holidays.The wired.com article wonders about exactly how Mastercard offline purchase data could be useful in online applications and here is one possibility by tailoring Google AdWords search advertising based on Mastercard aggregate transaction data.
So for example, if you used your Mastercard to buy online electronic gifts after Black Friday or offline last minute clothing gifts on Dec 23, its very likely that your behavior from last few years will not change. OK you might have resolved at the 2012 New Year to do your holiday shopping early... but that was back in January and now you are back at your old ways! At an aggregate "big data" level, credit card data can point to customer behaviors like off line clothing gifts on December 23 and online electronics soon after black Friday in November. And you know that there are say 100,000 people, mostly men in their 30's and 40's in Cleveland Ohio who did this for the last 3 years.
If you are an electronics retailer with a store in Cleveland Ohio launching a geo-targeted Google AdWords search campaign at Cleveland Ohio with keyword search terms that appeal to the demographic can be really effective. Adding direct mail flyers, Facebook and banner advertising just focussing on reaching this 100,000 very specific audience can also pay huge dividends.
For example, if your online sales margin on an electronic gift is say $20 and you precisely know a great deal about folks who bought this type of stuff last year you can be lavish in your keyword bids with Google and what you are willing to pay for Internet banners, direct mail etc. The point is , there is nothing more powerful than accurate data about past buying behavior.
Unless of course, there is a major innovation like an iPhone or game system that pushes traditional choices to the background. Here too, past transaction data gives you a good idea of what groups or segments of customers bought a lot of $20 gifts and who are the folks who spent in the $200-300 range who might switch to a new iPhone or video game system.
The marketing possibilities are endless and I guess consumers have to start getting used to this lack of privacy in the digital age. Consider that today anyone can take a video shoot of anything from their cell phones like the Philadelphia wedding brawl video. At least the Internet and transaction data will be aggregated but anonymous - hopefully. Contact StratoServe.