Keynote: Using Data to Tell Stories

1. READING THE SIGNALS TO BE BETTER STORY MAKERS

2. • over 210 countries and territories
• 2.1 billion cards in force worldwide
• approximately a trillion¹ gross
dollar volume
• 10,300 employees
100+
countries
50+
languages
17
years young
Priceless Brand
Consumer
TelcosMerchant
Issuer Gov’t

5. Video 1: https://www.youtube.com/watch?v=-wba-avBW_8

8. Recognize the signals they send through media
data
Understand our customers’
passions & behaviors
Who are they?
Where are they?
What “moves” them
When are they receptive
How they are
likely to engage
Use data to create and
capitalize on the story
1 2 3

9. Video #2: https://www.youtube.com/watch?v=-vuSJgL2Q7Y

10. Video #4: https://www.youtube.com/watch?v=OquuubxEGn0

11. Mother’s Day SU2C RWC 2015
City location Proximity to Priceless Tables
Yelp restaurant and behavioral data
Rugby fans
Lives in England

12. • Engagement Rates
• Impressions / Fan Base
• Customer Site Visits
• MasterCard Spend/ Transactions