Cardlytics: Billings Growth Opportunity

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I'd like to understand better how relationships with companies like Walmart, Lowe's, Under Armour, and H&M worked. They've been investing in the channel to some degree for a long time, but they're not spending hundreds of millions. I would appreciate more insight into how these relationships started, evolved, and why they sometimes stagnate. For instance, Lowe's has been in and out of the channel. I'm trying to understand the ebb and flow of these relationships and why they haven't grown significantly.

Leadership in these types of companies believes they should be able to engage with the most senior leaders at the company, such as CMOs, CEOs, and CFOs. However, unless you can demonstrate how you're making a significant impact on the company, you'll likely be confined to either an affiliate marketing channel or a paid performance marketing channel. These budgets are usually determined behind closed doors, and you get a fixed amount to spend.

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I'd like to understand better how relationships with companies like Walmart, Lowe's, Under Armour, and H&M worked. They've been investing in the channel to some degree for a long time, but they're not spending hundreds of millions. I would appreciate more insight into how these relationships started, evolved, and why they sometimes stagnate. For instance, Lowe's has been in and out of the channel. I'm trying to understand the ebb and flow of these relationships and why they haven't grown significantly.

I've seen this with companies like American Eagle. If you meet their benchmark incrementality goals, they will give you more funds. However, are they going to spend the maximum amount on the Cardlytics platform? From my experience, it's not always believable. For example, I told Walmart they could spend $300 million on my platform, but from a media perspective, it's not always believable. So, many salespeople, including myself, get stuck in a certain category, and it's challenging to move out of that category. This is likely why it's hard to understand why they haven't invested the maximum possible amount through that specific platform.

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How do you consider the reach of this channel? I'm aware of the monthly active users, but I'm unsure about how many of them engage with the offers. How do you think about the reach?

The promise has always been about how much the banks are promoting these platforms and programs. For instance, I've seen Chase Bank and Wells Fargo heavily marketing their offers platforms. The more the banks promote it, the more their customers will understand the benefits of engaging with the offers and receiving cash back, especially in the current economic climate.

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