Card-Linked Offers and MMM: Getting the Real Story

Executive Summary

• Advertisers have increasingly used MMMs to better analyze the performance of their marketing efforts across channels, but continue to face some challenges with data.
• Measurement of card-linked offer (CLO) programs have also historically posed a challenge to MMMs.
• Cardlytics is working with leading marketing measurement experts to develop best practices for integrating Cardlytics campaign data into media mix models, helping our advertisers more accurately measure incremental impact of Cardlytics campaigns and the rest of their marketing program.

‍Media Mix Models and card-linked offers

For brand advertisers to truly understand and analyze the performance of their marketing efforts, measurement plays an essential role. Since it is not enough to analyze the performance of a single channel in isolation, advertisers lean on Media Mix Modeling (MMM) solutions to better understand the full picture of their marketing efforts, which channels are impacting their overall spend, and how to determine future budget allocation. MMMs have been especially beneficial for marketing analysis and reporting, marketing budget optimization, scenario planning, and performance tracking – but advertisers continue to face challenges with data quality, invalid or incomplete data inputs, and accounting for broader shifts in market economics. 

Measuring the effectiveness of card-linked offer (CLO) programs, such as Cardlytics’ platform, have historically posed a challenge to MMMs. Because our platform shows digital ads within the walled environment of digital banking channels and measures performance through card-linked data from our banking partners, it has been difficult for advertisers to get an accurate view of CLO performance. 

‍Integrating Cardlytics data with MMMs 

To help our advertisers address these challenges with CLO measurement, we are excited to announce that Cardlytics will be working with leading MMMs, including Analytic Partners and Ipsos MMA. By integrating Cardlytics data into these models, we are able to help our advertisers, modelers and analysts better understand the unique value of our platform as part of the overall marketing mix. 

Through a tailored training program with each MMM, we are working together to ensure that:

• Cardlytics data is properly incorporated into their models 
• Modelers understand how Cardlytics and card-linked offers work, and how CLO campaigns are measured 
• Data is interpreted appropriately and modelers are equipped with best practices for potential enhancements to their models (e.g., elevating lower-funnel metrics such as clicks and redemptions, rather than just ad impressions) 

In addition to integrating into MMMs, Cardlytics continues to invest in our own Test vs. Control solution to demonstrate the incremental benefits of our platform.

‍Considerations for enhancing measurement 

It’s important for advertisers to keep the following considerations in mind when thinking about CLO measurement with MMMs:

• Pay-for-performance advertising means that model relationships seen in other digital channels may not exist. Some models are better for upper-funnel media channels, which may not be appropriate for measuring the effectiveness of CLO campaigns.
• Our adstock and ability to provide campaign-level detail are unique, and provide full funnel visibility for deterministic customers, from impression to engagement to purchase. 
• Supplementing with customer-level metrics (e.g., Cardlytics’ Test vs. Control analysis) can provide a more comprehensive picture of campaign effectiveness. 

If you are interested in learning more or already partner with an MMM, reach out to your Cardlytics Account Manager or email mmm@cardlytics.com to discuss how we can help ensure your CLO program is being measured properly.