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How Discover Uses API’s To Increase Conversion Rates

Even if you are a customer or not, you’ve heard of Discover Card’s customer Cash Back program. Where every quarter or in certain promotional periods, Discover customers are incentivized to shop at certain stores or categories to receive up to 5% cash back on their purchases.

Discover’s Cash Back program drives card acquisition and utilization. It is also a method to drive digital engagement with customers – to force them to come back and authenticate with Discover. In order to get the promotional cash back rate, customers have to sign up / register in the Discover app or online.

Which means for Discover, there is a challenge that all marketers have – creating a digital outcome with customers.

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What Does a Digital Strategist Do?

A while back, digital agency du jour R/GA added a guy to their team named Chris Stutzman, formerly of Forrester Research, to lead a consulting practice. The move was made to defend territory against Accenture, McKinsey and other biggies who have made major headway into building digital and social consulting capability and capacity. In summarizing the opportunity Mr. Stutzman stated that what CMO’s have been asking him for years is this question:

“How do you leverage digital technology to create true competitive advantage and make us more relevant in the market?”

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