Real-time marketing provides Visa with greater insights into its customers, but it is just one part of the company's strategy to meet the needs of its consumer base, according to Senior Vice President Shiv Singh. "Anything and everything we do needs to build our brand and drive our geography marketing and business objectives. And if it doesn't, we don't feel the need to do real-time marketing for the sake of real-time marketing," said Singh, who oversees global brand and marketing transformation.

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