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Letter from the editor

he term "data is the new
oil," coined by British math-
ematician Clive Humby in
T 2006, gained steam when
the Economist published an article titled "The world’s
most valuable resource is no longer oil, but data is"
in 2017. Numerous experts have since emphasized
that the metaphor is inept. But it does do a good job
of emphasizing just how important data has become.
Howdy
In a world awash with data—SeedScientific reported Howdy
that by 2025 the amount of data generated each day
is expected to reach 463 exabytes globally—it's easy
Y’all!
for an owner of a small to midsize business to become Y’all!
confused about how to harness accessible data in a
meaningful way.

This issue's lead article provides insights on data
capture and analytics that can be useful to acquirers
and merchants alike. Digital commerce data can be
used to predict trends and prevent problems before
they affect customers, for example. The article also
points out why, now more than ever, acquirers need
to embrace data analytics to get ahead of the "churn
curve."
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u incr
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as
in
o he
d t
I’m working hard to help you increase
o
p y
l
o
rk
’
I
m w
g ha
r
When it comes to using data, it's essential to make sure
your bottom line today!
correct information is entering your system in the y o ur b o t t o m line t o d a y!
first place, and one expert featured in this issue points
out how automated, electronic invoicing eliminates
o B
N
ull
errors caused by manual entry of customer data. Also, No Bull
bringing data into focus, one contributor discusses
why it makes no sense for financial institutions
to paint the diverse populations categorized as Customized advertising campaigns
underserved with one broad brush.
to fit any size company and budget.
Other topics explored by our contributors include • Spotlight Innovators’ Pages
why kiosks are an easy sale for ISOs and agents; why
happy merchants aren't necessarily loyal and what (frequently updated content)
to do about that; and the impact of Visa's lowering of • Print (various size options)
the chargeback threshold for its Dispute Monitoring
Program while also instituting changes that make • Resource Guide listing
compliance substantially easier.
(print/online/front page options)
We've also highlighted news stories on FIS' new fraud • Email Blasts (to GS readership)
detection tool; an antitrust action challenging Apple
Pay; a proposal, sponsored by Sen. Dick Durbin, D-Ill., • Online (website/twice monthly magazine)
and Rep. Roger Marshall, R-Kan., that could derail
existing credit card networks; and the STA's retooling • Video
and restructuring in response to changing paradigms • Bundle advertisng campaign discounts*
in identity management and security protocols.
As always, we've mentioned recent awards and Rick Aston
honors, research, partnerships, acquisitions and
appointments, as well as new company and product Senior Media Partnership Specialist
profiles. If you have news to share with the payments
707-284-1693
community, please send a press release to press@ 707-284-1693
greensheet.com. To give us feedback, please email
greensheet@greensheet.com.
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