Through Affinity Solutions, brands can now target the purchase histories of customers from 4000 banks

Affinity Solutions has made its living for nearly two decades by providing loyalty programs to credit and debit card holders through banks.

This means it has the purchase histories of participants who have granted permission for the use of their records when they signed up.

This week, the New York City-based firm is making these purchase histories from customers at 4,000 US financial institutions available to outside brands through the launch of a Purchase-Driven Marketing Cloud.

The Cloud provides real-time data on purchase patterns, so that brands can identify and pitch the most appropriate potential customers. A brand’s own customers are identified, while others are anonymized.

The Cloud also makes it possible to track attribution to individuals, so that Starbucks, for instance, could know if Prospect 123 actually made a purchase after an ad or an email was delivered.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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