visa checks out user level data
TRANSCRIPT
PowerPoint Presentation
Visa Checkout & The Evolving Data Reality
Visa Checkout - our largest product launch in history
@Mediametricsgal
Biggest product launch ever. Launched with 200+ partners who all needed reporting. Need to report to marketing leadership, marketing team, product, finance and needed a single source of truth
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Launching with 200+ partners, tracking a complex measurement framework across the globe
@Mediametricsgal
Biggest product launch ever. Launched with 200+ partners who all needed reporting. Need to report to marketing leadership, marketing team, product, finance and needed a single source of truth
3
Signals from every ad, tweet, post, keyword, video play, email, website visit and offline media execution that matters.4
North AmericaMiddle East/South AfricaLatin AmericaAsia-Pacific
Visa Checkout Around the GlobeVisa Confidential10
U.S.
Canada
UAE
South Africa
Brazil
Mexico
Hong Kong
Australia
China
Singapore
Malaysia
Colombia
Visa Confidential| Presentation Title | Month XX, Year#
#Visa Confidential
@Mediametricsgal
#Visa ConfidentialData Mapping GoalObjectives:Single source of truthReal timeExtensible Scalable Multi-stakeholderCost effective Easy access to data
Visa Network FirewallOff-PremiseOn-Premise
APIsresponserequest
MarCom Data Mart (Hadoop)
3rd Party Intel(YouGov, Kantar etc.)1st Party Market Research Data(Brand, Ad Trackers, etc.)VisaNet
VCOCloud Analytics(DoMo)Data Exploration tool(Tableau, Hive)Data Providers(DLX)DMP (DAC)Ad Servers(DCM)DSPs
Nielsen MROI platform
Visa InternalVisa CRM, Brand and CompetitiveDigital Marketing and Programmatic
Cloud Analytics
MROI
Audience Segmentation
CRM data(Yesmail, SFDC etc.)Analytics(GAP)
In ProgressDeliveredFY17
#Visa Confidential
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Marketing Technology Stack
MEASUREDISTRIBUTEPLANEXECUTEAudienceWeb/MobileMediaCampaignBusinessComms.MarketingProductSalesMarketingTrafficAd & Brand;AttributionTransactionsRelationshipSegmentationFlowchartsEventsAd servingProgrammaticExec DB;CompetitiveConsumer paymentpanel; CESCountrypack; VCOMARKETING & COMMUNICATIONS DATA MARTTAG MANAGER + AUDIENCE CENTER
TBD
Visa Confidential| Presentation Title | Month XX, Year#
#Visa ConfidentialDelivering a targeted message efficiently EXECUTE DISTRIBUTE Providing all-in-one reporting platforms 8
3/103/244/74/143/313/175+ weeks between execution to adjustmentManual ReportingCollect & RefineAnalyze & PresentDiscussReporting PeriodCollect & RefineAnalyze & PresentReporting PeriodReporting Period
Visa Confidential| Presentation Title | Month XX, Year#
#Visa ConfidentialCombining biweekly reporting, with collecting, refining, analyzing, and presenting the data, then discussing among stakeholders of interventions and next stepsWe were, on average, only able to act on their campaign results more than 5 weeks after the fact.By that time, many opportunities had become stale or too late to intervene9
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