Visa eyes improved commercial analytics for merchants

Visa entered into an exclusive partnership with Analytic Partners, a global analytics solution firm, with an eye toward addressing the commercial challenges faced by merchants and brands, such as improving returns on advertising investments, through the use of value-enhancing artificial intelligence-driven data analytics.

In a dynamic business environment—one rich with data—companies need meaningful, near-real-time insights in order to make informed decisions, Visa stated in a press release. Yet, the available solutions are often fragmented or not easy to implement.

This new partnership aims to combine Visa'smerchant relationships and consumer spending insights with Analytic Partners' commercial decisioning platform, with an eye toward providing marketing spend optimization analytics to merchants and brands.

Combining scale, insights, deep expertise

"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," said Jeni Mundy, global head of merchant sales and accounting at Visa. "Bringing together our scale and insights with Analytic Partners' deep expertise in commercial analytics will enable our clients to achieve greater success in their lines of business."

The partnership will be focused on U.S. merchants, at least initially. The two firms said they have penned exclusivity commitments for merchant and brand spend optimization offerings and services. They also said they plan to collaborate on new and enhanced analytics solutions.

Actionable opportunities for growth

"Commercial analytics helps merchants and brands understand which consumer and commercial levers to pull, so they can drive more actionable opportunities for growth," said Nancy Smith, CEO at Analytic Partners.

The goal is to deepen customer loyalty and attract new customers, Smith noted. "Visa's global footprint, deep understanding of consumer spending and commitment to responsible innovation make them a great partner in revolutionizing commercial intelligence for merchants and brands around the world," she added.

Whether you want to upgrade your POS offerings, find a payment gateway partner, bone up on fintech regs or PCI requirements, find an upcoming trade show, read about faster payments, or discover the latest innovations in merchant acquiring, The Green Sheet is the resource for you. Since 1983, we've helped empower and connect payments professionals, starting with the merchant level salespeople who bring tailored payment acceptance and digital commerce tools, along with a host of other business services to merchants across the globe. The Green Sheet Inc. is also a proud affiliate of Bankcard Life, a premier community that provides industry-leading training and resources for payment professionals.

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