Every day we make purchases. We choose to buy something at one place and not another. We pick this product over that one. And that purchase data — what we buy and even what we don’t — is extremely valuable, especially to marketers. Dani Cushion is the CMO of Cardlytics, a digital advertising platform that serves some of the largest banks around the world and offers insights into the anonymized purchase data of more than 140 million people. On this episode of Marketing Trends, Dani explains how Cardlytics gathers this anonymous data securely and then delivers it to banking partners to help them build out their cashback offers, rewards systems, and other marketing campaigns.

3 Takeaways:

• Consumer purchase data is extremely valuable in helping marketers craft campaigns and programs that actually resonate with customers
• Knowing data is one thing, acting on the information you have and measuring the success of how you put that data to work is the only way to truly drive change
• How you write matters, Your message has to be human-centric and accessible — if you have to read it twice to get it, it’s way too complicated

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