"Exponential Interactive...and MasterCard Advisors...have announced a partnership that will enable Exponential's brands [marketers/advertisers] to target their digital ads to audiences based on their offline spending behavior," says ClickZ. "Data on spending behavior, which the companies say is anonymous and not linked to any individual, will be extracted from the more than 25 billion transactions that U.S. MasterCard holders carry out at retail locations annually. Some 310 million people hold a MasterCard in the U.S." Read more.
By integrating the virtual and real worlds of consumers, marketers discover a distinction about their potential customers: how people behave online differs from how the behave in the real world. In other words, an individual, while surfing the Web, may scout out luxury car brands but walk into dealerships and buy an economy brand. By discovering these types of distinctions, marketers can more effectively target ads or change their marketing messages. Now remember the concepts of conversation in the HD Marketing Report and the journey concept found in the Demystifying Social Media report. Then ask: How does this partnership work with those concepts?
Do not copy the information that appears in brown. I intend it only as a means of sparking your thoughts for your short reports.
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