1. Mobile CRM and
Customer Engagement
Richard Naddy
Managing Director,
Mobile Information Services
Citi Enterprise Payments

2. Remember Static Banner Ads?
Then Came Cookies and Dynamic ContentCookies Enabled Measurement → Pay for PerformanceWeb-Like 1-to-1 Marketing in the Real World?
• Dynamic content
• Commission-based business models
• Cookies?
• Real Customer Behavior

3. A More Complete View of Your Customers
Do you understand your current and potential buyer as a…
CUSTOMER? CONSUMER? PERSON?
You know what you
sold to the customer
and her service history
But what did she buy with
the other merchants she
frequents?
And what information
is she revealing about
who she really is?

4. • Getting married / divorced
• Having a baby / new child
• High school / college graduation
• Accelerated spend in auto repairs
• Environmentally conscious spend
• Technology spend
• Change of job type / occupation
• Change of residence
• Starting a new business
Model-Driven Targeting of
Prospects and Existing Customers
INFREQUENTLY
OCCURRING
TRANSITIONAL
AND DAILY
ACTIVITY
LIFE
EVENTS

5. An unmatched collection of
data from multiple sources…
filtered and analyzed to
generate targeted offers...
and distributed through
Citi’s “touch points”…
…allows merchants to
optimize marketing
and increase revenue
Leveraging Big Data and Advanced Analytics
ANALYTICS,
SPEND PATTERN-
TRIGGERS,
FILTERS, ETC.
OffersData
Public
Data
Merchant
Data
Credit Card
Data
Sales

6. People are Inseparable from their Mobile Phones
The most personal device there is
You don’t share it. It’s the last thing you check at night, and the
first thing you reach for in the morning.
Always sensing
It knows who and where you are, as well as what’s around you
Armed with powerful mCommerce capabilities
Not only can it be used to target, it can immediately fulfill
A mobile phone is…

7. Mobile = Always Informed, Always Addressable

8. Analytics Paradigm Shift
One Offer,
Which Customers?
One Customer,
Which Offer?

9. Big Data, Big Analytics, One Offer
LOCATION Environment DEMOGRAPHIC
• Entering a GeoFence
• Entering an Overlapping
GeoFence
• Leaving a Geofence
• Frequented Geofence
• Time of Day
• Day of the Week
• Seasons, Holidays
• Weather
• Gender
• Income Level
• Age
• Persona
• Number of Offers to
Receive per Day
• Preferred Categories
• Preferred Timings
• Offer Likes / Dislikes
• Transaction Type
• Number of Transactions
• Avg Transaction Size
• Spend Type
• Merchant Category
• Location
• Frequency
• Offers Searched / Pulled
• Offers Opened
• Offers Activated
• Offers Redeemed
• Offers Expired
• Voucher Wallet
• Frequency of Use
EXPRESSED PREFERENCES SPEND HISTORY MOBILE APP HISTORY

10. Unique Customer Profiles
• Age 47
• Lives on Upper West
Side
• Income > $300,000
• Spends frequently at
J. Press, Tribeca
restaurants, wine
merchants
• Meeting a client near
53rd St. and Park Ave.
for a weekday drink
at 6pm
• Art grad student
• Hangs out at West
Village cafes
• Shops often at
Whole Foods,
Anthropologie,
Sephora
• About to join
girlfriends for
shopping on a
Sunday afternoon

11. Dynamic Content
Lunch hour Happy hour After hours
12:30
Logo
5:46
Logo
9:28
Logo

12. What if Merchants Could Gain Control and
Insights via a simple Portal?
► Define customer segments
► Set sales goals
► Identify the event-trigger
► Define customer segments to exclude
► Set when the offer gets executed;
when it doesn’t
► Get insightful performance reports
Merchant portal provides the ability
to
► Select target profiles
► Set goals for location, volume, etc.
► Specify dates, times, weather,
locations, behavior
► Select customer profile attributes,
review customer preferences
► Set presentment parameters:
geofences & limitations
► Receive redemption statistics of past
and live offers
In just
a few easy steps

13. Offers the right
through individualized targeting
Gives richer
offers
to acquire the
target customer
Uses geolocation to offer a deal
at the right
Place
Uses
contextual,
dynamic
messaging to
perfect the
message
The Savvy Mobile Marketer Focuses on
Promotional
Priced
Product

14. Merchants reach most
desired customers with
greatest efficiency
Customers receive richer
offers, leading to greater
satisfaction and spend
Putting it all Together
New technologies enable
“cookies for the real world”
Mobile = always informed,
always addressable
Big data
analytics
enable
win-win
results

15. Learn More
Richard Naddy
Managing Director,
Mobile Information Services
Citi Enterprise Payments (CEP)
Richard.F.Naddy@citi.com
(847) 924-9383