1. Mobile CRM and
Customer Engagement
Richard Naddy
Managing Director,
Mobile Information Services
Citi Enterprise Payments

2. Web-Like 1-to-1 Measurement → Pay for Performance
Cookies EnabledMarketing in the Real World?
Then Came Cookies and Dynamic Content
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•
•
•
Remember Static Banner Ads?
Dynamic content
Commission-based business models
Cookies?
Real Customer Behavior

3. A More Complete View of Your Customers
Do you understand your current and potential buyer as a…
CUSTOMER?
CONSUMER?
PERSON?
You know what you
sold to the customer
and her service history
But what did she buy with
the other merchants she
frequents?
And what information
is she revealing about
who she really is?

4. Model-Driven Targeting of
Prospects and Existing Customers
LIFE
EVENTS
INFREQUENTLY
OCCURRING
• Getting married / divorced
• Having a baby / new child
• High school / college graduation
• Change of job type / occupation
• Change of residence
• Starting a new business
TRANSITIONAL • Accelerated spend in auto repairs
AND DAILY
• Environmentally conscious spend
ACTIVITY
• Technology spend

5. Leveraging Big Data and Advanced Analytics
An unmatched collection of
data from multiple sources…
filtered and analyzed to
generate targeted offers...
Merchant
Data
…allows merchants to
optimize marketing
and increase revenue
ANALYTICS,
SPEND PATTERNTRIGGERS,
FILTERS, ETC.
Credit Card
Data
Public
Data
and distributed through
Citi’s “touch points”…
Data
Offers
Sales

6. People are Inseparable from their Mobile Phones
A mobile phone is…
The most personal device there is
You don’t share it. It’s the last thing you check at night, and the
first thing you reach for in the morning.
Always sensing
It knows who and where you are, as well as what’s around you
Armed with powerful mCommerce capabilities
Not only can it be used to target, it can immediately fulfill

7. Mobile = Always Informed, Always Addressable

8. Analytics Paradigm Shift
One Offer,
Which Customers?
One Customer,
Which Offer?

9. Big Data, Big Analytics, One Offer
LOCATION
• Entering a GeoFence
• Entering an Overlapping
GeoFence
• Leaving a Geofence
• Frequented Geofence
Environment
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•
•
•
EXPRESSED PREFERENCES
• Number of Offers to
Receive per Day
• Preferred Categories
• Preferred Timings
• Offer Likes / Dislikes
Time of Day
Day of the Week
Seasons, Holidays
Weather
DEMOGRAPHIC
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SPEND HISTORY
•
•
•
•
•
•
•
Transaction Type
Number of Transactions
Avg Transaction Size
Spend Type
Merchant Category
Location
Frequency
Gender
Income Level
Age
Persona
MOBILE APP HISTORY
•
•
•
•
•
•
•
Offers Searched / Pulled
Offers Opened
Offers Activated
Offers Redeemed
Offers Expired
Voucher Wallet
Frequency of Use

10. Unique Customer Profiles
• Age 47
• Lives on Upper West
Side
• Income > $300,000
• Spends frequently at
J. Press, Tribeca
restaurants, wine
merchants
• Meeting a client near
53rd St. and Park Ave.
for a weekday drink
at 6pm
• Art grad student
• Hangs out at West
Village cafes
• Shops often at
Whole
Foods, Anthropologi
e, Sephora
• About to join
girlfriends for
shopping on a
Sunday afternoon

11. Dynamic Content
12:30
Logo
5:46
Logo
Lunch hour
Happy hour
9:28
Logo
After hours

12. What if Merchants Could Gain Control and
Insights via a simple Portal?
Merchant portal provides the ability
to
In just
a few easy steps
► Define customer segments
► Select target profiles
► Set sales goals
► Set goals for location, volume, etc.
► Identify the event-trigger
► Specify
dates, times, weather, locations, behavior
► Define customer segments to exclude
► Set when the offer gets executed;
when it doesn’t
► Get insightful performance reports
► Select customer profile
attributes, review customer preferences
► Set presentment parameters:
geofences & limitations
► Receive redemption statistics of past
and live offers

13. The Savvy Mobile Marketer Focuses on
Offers the right
Product
through individualized targeting
Uses
contextual, dyn
amic messaging
to perfect the
Gives richer
offers
Priced
to acquire the
target customer
Promotional
message
Uses geolocation to offer a deal
at the right
Place

14. Putting it all Together
New technologies enable
“cookies for the real world”
Merchants reach most
desired customers with
greatest efficiency
Big data
analytics
enable
win-win
Mobile = always
informed, always
addressable
Customers receive richer
offers, leading to greater
satisfaction and spend
results

15. Learn More
Richard Naddy
Managing Director,
Mobile Information Services
Citi Enterprise Payments (CEP)
Richard.F.Naddy@citi.com
(847) 924-9383