for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
HSBC wants to give its U.S. credit card customers a better shopping experience.
The London-based bank is working on creating a rewards program that reads customer data to predict how they might redeem their credit card points so it can market the offerings of a certain category — travel, merchandise, gift cards or cash — more actively.
It’s a little bit like online retailers that push certain products to consumers based on their preferences and previous activity.
The bank has partnered with Maritz Motivation Solutions, a provider of loyalty programs to U.S. and global companies whose technology suggests a redemption category to promote to each credit cardholder and calculates the percentage of customers likely to redeem in different categories.
More in Marketing
Marketing strategists search for a solution to AI’s all-too predictable outputs
Marketing strategists embracing tools are finding AI’s penchant for predictability puts a ceiling on their usefulness. But the search for a solution prompts questions over how much they should rely on the machines.
OpenAI turns on cost-per-click ads inside ChatGPT
The move come as the platform looks to hire its first Advertising Marketing Science Lead.
Digiday+ Research: Marketing workflows benefit from AI, but trust is still a barrier to adoption
Research shows that while marketers see AI’s benefits, trust and complexity issues are barriers to widespread adoption.