Visa’s Card Marketing Platform Optimizes Issuers’ Marketing Efforts

Global payments technology company Visa has launched Visa Integrated Marketing Solutions (VIMS)—a new card marketing platform aimed at optimizing the marketing efforts of small- and medium-sized issuers.

Offered by Visa Performance Solutions, the VIMS service allows the development and execution of key marketing services across the customer lifecycle.

The platform helps card issuers during the campaign design and strategy; targeting, segmentation and list development; offers and creative design; campaign execution across channels; and tracking and reporting of campaign results.

VIMS offers an end-to-end platform that can be personalized according to clients’ individual needs.

The solution allows card issuers and partners to combine information about customers with powerful insights from over 100 billion transactions processed by Visa yearly, as well as with other third-party demographic, economic and lifestyle data. This improves the effectiveness of customer marketing strategies and ultimately results in a more creative work.

Upon the campaign’s completion, the program sends issuers a detailed reporting and analysis highlighting their return on investment.

VIMS is now available to Visa issuers in the US and will expand worldwide in the coming months.

By next year, it will feature expanded digital and social media marketing capabilities and other new features such as multi-lingua marketing.

Doug Leighton, head of community accounts at Visa, commented, “This new offering leverages the power of the Visa network to enable our issuing partners to more effectively target and market to customers, members and prospects. With unique insights that only Visa can provide, we can help our clients identify the best customers, drive higher levels of engagement, drive loyalty with cardholders, and deploy their marketing dollars more efficiently.”