Cardlytics: Scaling the Advertiser Side of the Network
Former President at Cardlytics
inpractise.com/articles/cardlytics-scaling-the-advertiser-side-of-the-network
Why is this interview interesting?
- Closed loop measurement advantages
- How marketers look at CDLX as a channel
- Barriers to advertiser adoption
- How agencies look to measure spend across channels
- CDLX vs FB and Google channels
- Solutions to driving higher adoption of CDLX
Cardlytics: Scaling the Advertiser Side of the Network(August 11, 2021)
Randall Beard
Former President at Cardlytics
Randall has nearly 30 years marketing experience working as a CMO of large CPG companies, within analytics and measurement at Nielsen and finally at Cardlytics. He started his career at P&G where he ran various business units in the US and APAC. He then moved to American Express to run the Travelers Cheques and Prepaid Services business before leading Marketing for UBS Wealth Management. In 2009, he joined Nielsen where he was responsible for running advertiser solutions and Nielsen’s US TMT division. Randall joined Cardlytics as Group President where he was responsible for the advertiser side of the business and is now a board member and advisor to various companies globally.
In Practise Notes
- It’s interesting how even though closed loop measurement is the gold standard in measuring ad efficacy, advertisers are not adopting the offering because there is no clean way to compare ROAS with other channels. How could this be solved? Maybe the banks will allow non-PII data to be shared outside their walls that can help agencies attribute and compare spend?
- The limitations of sharing bank data outside their walls seems to be a barrier for advertisers to properly attribute cdlx spend
- An example of the CDLX's power to personalise targeting at certain times and locations.
- The UI improvement from simple offers in a plain tile to video or display advertising tiles with imagery and copy of the cash offer could drive advertiser adoption. Agencies may see CDLX as also brand advertising as well as pure loyalty / bonus dollars.
- This point highlights how CDLX haven't historically targeted agencies and only focused on the loyalty / CRM budget directly at marketers. Cracking the brand and perf marketing budgets will take CDLX billings way beyond the current $300m.
- Highlights the challenge of CDLX comparing spend with FB / GOOG and tapping into new marketing budgets.
- Banks are arguably the biggest advantage and disadvantage for CDLX. The recent acquisitions could suggest CDLX is diversifying the risk away from FI.
- The core challenge for CDLX
Interview Transcript
This is a snippet of the transcript, sign up to read more.
Related Content
Copyright Notice
This document may not be reproduced, distributed, or transmitted in any form or by any means including resale of any part, unauthorised distribution to a third party or other electronic methods, without the prior written permission of IP 1 Ltd.
IP 1 Ltd, trading as In Practise (herein referred to as "IP") is a company registered in England and Wales and is not a registered investment advisor or broker-dealer, and is not licensed nor qualified to provide investment advice.
In Practise reserves all copyright, intellectual and other property rights in the Content. The information published in this transcript (“Content”) is for information purposes only and should not be used as the sole basis for making any investment decision. Information provided by IP is to be used as an educational tool and nothing in this Content shall be construed as an offer, recommendation or solicitation regarding any financial product, service or management of investments or securities. The views of the executive expressed in the Content are those of the expert and they are not endorsed by, nor do they represent the opinion of In Practise. In Practise makes no representations and accepts no liability for the Content or for any errors, omissions, or inaccuracies will in no way be held liable for any potential or actual violations of laws, including without limitation any securities laws, based on Information sent to you by In Practise.
© 2023 IP 1 Ltd. All rights reserved.