The Digital & e-Commerce Engine is a new marketing system that integrates 20 data technologies into one single, big data dashboard, turning it into a real-time decision making tool.

The Engine harvests and integrates data, and visually turns it into commercial insights available to all of MasterCard’s decision makers in real-time. It then integrates the MasterCard Marketing & Business Teams and their respective Digital, Creative, Media, and Sponsorship Agencies, to execute these commercial decisions in real-time.

The Engine integrates the data in order to define:

- What the right commercial opportunity is;

- Where the greatest returns will come from;

- Who to target with the most effective and efficient use of media across multiple channels and devices;

- What content and offers to target them with, while testing and learning in real-time;

- How to connect on an emotional level; and

- How we can make consumers laugh, smile, cry, and, ultimately, buy.

And we do this at scale, in real-time.

MasterCard’s integrated data strategy is powered by the optimal combination of people, process, and technology to apply data to make the right, timely decisions.

First, the Digital & E-Commerce Engine uses a complex system architecture that integrates 20 data technology platforms together to fuse the billions of data points into a single big data dashboard to provide business insights in real-time.

Second, this data is packaged into commercial and creative insights for internal MasterCard business and marketing teams, banking and merchant partners, and MasterCard’s digital, social, creative, media, and sponsorship agencies.

Third, during campaigns, all these teams come together every single day for The Engine Roundtable Process to examine and analyse the integrated data and the day’s cultural and consumer trends to make decisions on what opportunities to act on and how.

Fourth, the insights from this data are used to create and publish emotional content that resonates with people, to find the right merchant offers to target to people, and to drive transactions in real-time. All creative, merchant offers and media are optimised using a data-fuelled test & learn approach to drive cut-through and engagement.

This integration of data has resulted in never-before seen business results for MasterCard and it’s partners.

By integrating data, the Digital and E-Commerce Engine achieved cut-through on a massive scale in eleven campaigns in Asia-Pacific.

We reached 342 million people.

We paid for media aimed at generating 10 million video views,

but we emotionally connected with people so much that their sharing

generated over 47 million video views.

We achieved an overall media value of 560% compared to what we paid for.

We beat the industry engagement rate of 5% by hitting a peak of 28%.

We delivered 13 million clicks-to-purchase across Asia-Pacific,

At a cost-per-click reducation of 73%.

Delivered a 200% uplift in sales for our key merchants like Hotels.com.

Garnered over 200 industry article mentions,

20 international industry awards,

Multiple Asia-Pacific Effie Awards,

And became one of Asia’s Top 5 Most Innovative Brands.

Now that’s the power of data integration,

With the Digital & e-Commerce Engine by MasterCard.