MasterCard Advanced Targeting

While at Mastercard, I created MAT (MasterCard Advanced Targeting)— a unified marketing and analytics platform designed to integrate Mastercard’s most powerful assets (DataCash, Truaxis, Advisors, and MasterPass) into a single, merchant-facing solution.

MAT’s goal was simple but ambitious: enable merchants to deliver hyper-personalised, measurable, and high-ROI campaigns through a seamless, data-driven ecosystem.

I led the concept creation, UX/UI design, business modelling, and global pitch, ultimately securing 2nd place in Mastercard’s Global Innovation Awards — competing against innovations from across all regions.

Challenge

Merchants had access to incredible Mastercard tools — but each existed in isolation:

  • Payment gateways for transaction processing

  • Loyalty engines for customer rewards

  • Analytics platforms for insights

  • Digital wallets for checkout

The problem: fragmentation. Without a unified platform, merchants couldn’t easily connect insights to campaigns or campaigns to payments.

MAT Team and Product Demo

Skip to 01:05 to watch the product demo.

Approach

Concept Design

  • Unified existing Mastercard assets into a single Marketing Automation & Targeting engine.

  • Created a modular architecture so merchants could activate only the features they needed.

UX & UI

  • Designed intuitive dashboards with real-time campaign analytics, segmentation tools, and offer management.

  • Mapped consumer touchpoints across in-store, online, and mobile channels.

Business Model

  • Built a low-CAPEX, high-return model projecting $200M in 3 years with <$500K investment.

  • Designed tiered merchant subscription pricing to maximize adoption.

Outcome & Recognition

  1. Award Recognition: 2nd place in Mastercard’s Global Innovation Awards.

  2. Merchant Validation: Positive feedback from early presentations, including HRG UK — “This is what everyone is after…”

  3. Legacy Impact: MAT’s core principles live on in Mastercard’s Performance Engine and Dynamic Yield personalisation platform.

My Contribution

  1. Lead Innovator: Coined the MAT concept, articulated the vision, and drove its evolution.

  2. UX & UI Designer: Designed all dashboards, consumer touchpoints, and merchant interfaces.

  3. Business Strategist: Built the market sizing, revenue projections, and ROI model with my team.

  4. Global Pitch Presenter: Delivered the concept to a live audience of 2,000 Mastercard executives, clients, and partners.

    MAT was more than a product concept — it was a blueprint for Mastercard’s evolution in merchant services. It showed how integrating existing capabilities into a unified, behaviourally intelligent experience could deliver outsized value to merchants and Mastercard alike.