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digital money
ConneCting the Dots
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By Loraine DeBonis, Editor-in-Chief
Discover’s Arvind Knowledge is power. And, that’s particularly true for Ronta explains how merchants and marketers
database of merchant brands, locations and acceptance capabili- ties, which enables Discover’s merchant partners to bene t from better targeting and redemption insights, ultimately driving better marketing decisions.
“There’s a lot of payment data in the industry, but the data points aren’t always clean and organized to be leveraged for digital ad attribution, which can create a challenge around linking con- sumer transactions to speci c merchants,” explains Arvind Ronta, director and global head of com- merce, security and data products
the network is helping merchants connect
that want to track con- sumers from online ad campaigns to in-store purchases. Arming merchants with the right knowl-
online marketing edge is the goal of Discover’s
campaigns and o ers to in-store purchases.
Merchant Data Platform (MDP), which the Riverwoods, Ill.-based company rolled out in 2014.
Discover created Merchant Data Platform to address gaps in trans- action data, speci cally around identi cation of merchant brands. The database provides access
to an organized and accurate