Posts Tagged ‘rewards program’

Facebook Using Offline Data to Target Online Ads

Monday, February 25, 2013


Ad Age reports that Facebook has started a new strategy for targeting ads to its users. The social network is working with big data firms Acxiom, Datalogix, and Epsilon to garner data from brand loyalty programs and match them with Facebook user profiles.

This approach will allow companies to very specifically target online ads to Facebook users based on their offline shopping habits. For example, when a consumer makes a purchase at a grocery or drug store using their rewards card, Facebook’s advertisers will be able to target ads to that consumer when they visit the social network:

“The targeting would hypothetically enable Coca-Cola to target to teenagers who’ve bought soda in the last month, or Pampers to show ads to North Carolina residents who’ve recently bought baby products, since Facebook’s own array of demographic and interest-based targeting options can be added to further refine audience segments,” says Ad Age.

Facebook is currently only in the testing phase for this method of ad targeting, but in the future local businesses with rewards programs could certainly find the initiative useful. It will be interesting to see how both advertisers and consumers respond, and how much the program can grow given user privacy concerns.

Belly Launches Free Sampling Program to Attract Shoppers to Local Businesses

Friday, February 8, 2013


Belly, the Chicago-based digital loyalty company, recently launched Belly Bites, a new service that allows local businesses to offer free promotional items like a cookie, pizza, massage, or gym membership to Belly users via the company’s website, mobile app and e-mail subscription service. The goal is that those who receive the free sample will try it out and come back as loyal customers.

Belly has some unique features that address key concerns that local businesses have with free or discounted online promotions.

First, Belly enables local businesses to target their free samples to their most desired demographics using information Belly collects on the businesses and neighborhoods its users frequent. For example, Belly makes sure that a free sample from a new coffee shop isn’t offered to users who already have a regular spot and are unlikely to switch.

Second, Belly has a process in place that prevents the typical overcrowding that can occur with free or discounted promotions. Belly staggers customers based on how many people a business says it can accommodate within a given week or month.

It will be interesting to see how this free online sample platform works out and if businesses and customers catch on. We’ll be watching!