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Personalization business rules
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The
grid indicates the initial differences in communication and
product presentment for each segment at different touchpoints.
Additional roadmaps were developed to define how tactics evolve
based on tenure and subsequent activity.
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Challenge
MasterCard
wanted to develop direct relationships with online consumers
to increase brand preference and spend on MasterCard products.
Results
The
Interactive Strategist was allocated as a strategy consultant
and fulltime extension of staff to lead MasterCard’s
email programs and site redesign. In this agency engagement
he billed over $600,000/year and:
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Managed
online shopping mall, increased merchant base by 900%. |
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Conceived
all email strategies and tactics. |
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Grew
email subscriber base by 1400% through affiliate and
media relationships. |
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Developed
segmentation schemas and business rules to deliver targeted
content through multiple channels. |
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