Wednesday, October 24, 2012

MasterCard Mines Purchase Data For Analytics

Davis, Wendy. "MasterCard Mines Purchase Data For Analytics." MediaPost, October 17, 2012.

From the article: "Credit card giant MasterCard has rolled out a new analytics offering that draws on purchase data to predict buying patterns. The company is offering that analysis to BlueKai, which can make it available to ad networks through its platform.

For the initiative, MasterCard is mining data from 34 billion annual transactions. The company then sifts through aggregated, anonymous data to figure out how that activity can predict people's propensity to make certain kinds of future purchases -- such as meals in restaurants." Read more