Main concepts
Net and Campaign
Fundamental macro components at the core of MARTA's method.
The Net represents the system of sales points such as stores, businesses, or related physical and virtual terminals where one or more loyalty strategies can be promoted. Its tree structure, with the potential for infinite sub-net branches, allows for simple and practical differentiation of all promotional and operational activities according to the chosen hierarchy.
The Campaign, on the other hand, defines the strategic framework of promotional rules and information, which is essential for customer loyalty. Campaign design is highly flexible and customizable thanks to the wide range of features offered by MARTA.
MARTA allows you to manage and interconnect with these entities in a variety of ways.
Promotion and Cluster
Core tools for maximizing customer engagement.
The promotion is at the heart of your loyalty strategy, it reflects your brand's values and stimulates customer interest. The success of your promotions depends greatly on your audience, and the ability to create, modify, and reuse customer Clusters plays a vital role in this.
A Cluster represents a group of profiles that meet a series of criteria defined by you, which can be based on personal data or actions performed in relation to your campaign.
MARTA guides you step-by-step through the creation of a promotion by configuring the following rules:
• WHO: Define your target audience.
This is the customer clustering phase; you can create a new cluster specifically for the promotion or select an existing one.
• WHEN: Set the active period.
Choose the dates, days of the week, and time slots during which the promotion will be active.
• WHERE: Determine how and where the promotion can be won.
Select the actions customers need to perform and in which stores (Network, Sub-Network, Store).
• WHAT: Assess the rewards.
The final step involves choosing the benefit(s) that customers can receive by winning the promotion, such as points, credits, discounts, or prizes.
This promotional framework allows for flexible segmentation based on spending behavior, frequency, and engagement with campaign objectives.
Movements and Transactions
Essential elements for analyzing and managing every promotional activity.
To evaluate the performance and effectiveness of your campaign, it's crucial to understand, interpret, and analyze customer behavior in relation to your loyalty strategy, and to act accordingly. To support this, MARTA records Movements and Transactions performed by customers across your networks and/or campaigns.
A Movement is any action taken by the customer, from an in-store purchase to registering in a reserved area, and may consist of one or more Transactions. The level of detail in these records enables you to monitor customer purchasing behavior and activate targeted promotions.
Transactions represent the benefits that result from completing a movement. Therefore, each transaction must be associated with a movement.