Develop target-based affinity content to upsell your databases.

Content strategy did not effectively reach potential customers at different stages of their user journey, preventing the delivery of relevant and informative messages about Mastercard payment solutions.

The key to this project was to clarify what type of content should be delivered at each stage of the customer journey. We used Machine Learning to automatically rank most content according to the appropriate stages of the conversion funnel. In addition, we developed a plugin capable of connecting to Mastercard's digital ecosystem, enabling publishers and editors to classify future content in an optimized way. Thanks to this methodology, we now have a clear view of which content corresponds to which stage of the customer journey, enabling us to create more relevant content for the consideration phase, as well as country- and solution-specific product pages.