The need
Global campaigns needed shared tools and a way to evaluate creative work using qualitative and quantitative evidence.
Case study · Mastercard · Real Time Marketing Lab
Build the operating model for real-time global marketing.
Global campaigns needed shared tools and a way to evaluate creative work using qualitative and quantitative evidence.
The problem beneath the request
Global campaigns needed shared tools and a way to evaluate creative work using qualitative and quantitative evidence.
Jay’s approach
Jay’s role in the work.
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Scope and delivery
Established the lab, selected hardware and software, developed a global campaign management model, and partnered on a proprietary creative evaluation process.
What changed
The output and evidence available.
Reported outcome
A working lab model for global campaign management. The project record references coverage in Fortune in February 2016.
The through line
The source described the process as patent pending at the time. This page makes no claim about its current patent status. This was former employment work.
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