Top Marketing Strategies for Mastercard

Mastercard User Persona

Name:

Sarah Williams

Age :

38

Gender :

Female

Occupation :

Chief Information Security Officer (CISO)

Industry :

Financial Services

Education :

Master's Degree, Cybersecurity

Preferred platforms

GOALS

• Enhance data security and protect sensitive customer information from breaches
• Implement robust identity verification measures to mitigate fraud and meet regulatory requirements
• Streamline onboarding processes to improve customer experience while ensuring compliance.

Frustrations

• Struggling to stay ahead of evolving cybersecurity threats and sophisticated fraud techniques
• Facing challenges in balancing security measures with user experience during onboarding
• Dealing with the complexity and fragmentation of different identity verification solutions.

Name:

Mark Lee

Age :

45

Gender :

Male

Occupation :

Head of Compliance

Industry :

Fintech

Education :

Juris Doctor (JD), Law

Preferred platforms

GOALS

• Ensure compliance with KYC/AML regulations and industry best practices
• Minimize the risk of fines, reputational damage, and legal issues related to identity fraud
• Improve efficiency and reduce manual processes in compliance workflows.

Frustrations

• Keeping up with constantly changing regulatory requirements and compliance standards
• Dealing with high volumes of customer data and the associated verification challenges
• Managing the cost and complexity of implementing and maintaining compliance solutions.

Name:

Emily Chen

Age :

28

Gender :

Female

Occupation :

Product Manager, Digital Onboarding

Industry :

E-commerce

Education :

Bachelor's Degree, Business Administration

Preferred platforms

GOALS

• Create a seamless and user-friendly digital onboarding experience for new customers
• Reduce cart abandonment rates by simplifying identity verification during checkout
• Increase customer trust and loyalty by providing a secure and reliable platform.

Frustrations

• Balancing security requirements with the need for a fast and frictionless user experience
• Addressing concerns about data privacy and security among increasingly privacy-conscious consumers
• Finding flexible and scalable identity verification solutions that can adapt to business growth.

Mastercard Geographic and Demographic Insights

Geographic Insights: Mastercard's identity verification solutions are likely to see highest adoption in the US and India, followed by China, the UK, and Brazil.

Demographic Insights: Mastercard's target audience for identity verification skews slightly male, with a primary focus on users aged 25-44.

Mastercard Socio-economic Profile

Household and Income Insights: Mastercard's target market leans towards middle-income households, primarily those with 3-4 members.

Educational and Employment Insights: The majority of Mastercard's target users are employed full-time and hold a university or college degree.

Mastercard Behavioral Insights

Interest-Based Insights: Target users are interested in data security, privacy, and fintech, driven by the need for fraud detection and regulatory compliance in digital transformation and eCommerce.

Technology and Social Media Usage: Users prefer desktop devices, followed by Android and iOS. They are most active on LinkedIn, followed by YouTube, Twitter, Instagram, Facebook, and Reddit.

Mastercard Top Competitors