The card network giant has signed a new multi-year agreement with the marketing research firm Analytic Partners to deliver advertising insights to merchant clients
As the largest U.S. debit and credit card network, and one of the biggest in the world, San Francisco-based Visa can tap an extraordinary amount of card and consumer transaction data that flows through its network. The company noted that merchants sometimes have difficulty parsing that card data.
“The volume of data available to merchants can be overwhelming, and if they don’t get it just right, it’s a missed opportunity for growth,” Visa’s global head of merchant sales and acquiring, Jeni Mundy, said in the release.
A Visa spokesperson declined to comment on questions about the length of the contract, or how the revenue will be split between the two companies.
The network and Miami-based Analytic Partners noted in the release that they has entered into “certain exclusivity commitments for merchant and brand marketing spend optimization offerings and services.” No further details were disclosed.
“We view this partnership as a continuation of Visa expanding beyond its role in payments and leveraging its vast data to enable unique value-added services,” RBC Capital Markets analyst Daniel Perlin said in a note to investment clients on Wednesday.
By Lynne Marek on Oct 16, 2024
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