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 relationship-building tool.

It harvests social data through social listening, and this Social Data, combined with our other big data sources, is turned into commercial insights available to all our Marketing Teams, Digital, Creative, Media, and Sponsorship Agencies in real-time.

Bringing them together to develop powerful emotional content and targeted offers, that are dynamically personalised to our consumers in real-time on one integrated social listening, publishing and creative testing platform.

Through the Engine, we’re able to interpret Social Data and use it to gain insight into

What our consumers actually want,

The things they enjoy,

The experiences they’re looking for,

The places they want to travel to,

And all the things they want to do.

The Engine turns all this information into real-time opportunities to take our 1-to-1 relationships to the next level.

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

First, the Digital & E-Commerce Engine uses a complex system architecture that integrates all the different social listening tools and social data across the region into a single big data dashboard to provide social and 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 daily results and the day’s cultural and consumer trends, to make decisions on what opportunities to act on and how.

Fourth, the insights from this social 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, offers and media are optimised using a data-fuelled test & learn approach to drive cut-through and social engagement.

By integrating social 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 our consumers liked and shared what they saw so much that we achieved 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,

• And delivered a 200% uplift in sales for our key merchants like Hotels.com.

• Garnered over 200 industry article mentions,

• 20 international industry awards,

• Multiple regional APAC Effie Awards,

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

Now that’s the transformative power of social data,

Taking relationships to the next level with the Digital & e-Commerce Engine by MasterCard.