Visa Data Tokens
Powering hyper-personalization experiences at scale
available for use by
- Issuer Banks
- Merchants
Regional Availability
- N. America
- Asia-Pacific
- Europe
- CEMEA
- LAC
Empower clients to deliver AI-powered, hyper-personalized experiences to consumers
Visa Data Tokens offers both card-level and consumer-level insights, tapping into consumer purchasing behavior to generate data signals, collectively called as (“consumer DNA”). These signals help enable clients to deliver hyper-personalized consumer experiences across digital channels.
The signals include: deterministic signals (metrics based on direct, observed data), and AI signals (inferred, predictive or generative-AI signals). These signals provide a wide range of insights into the consumer’s purchasing behaviors, such as dining preferences, travel habits, and online and offline shopping behaviors.
Why Visa Data Tokens?
The signals provided by Visa Data Tokens can help you enhance the personalization experiences that you offer to your customers, leading to higher customer engagement and retention. With access to an extensive deterministic dataset, Visa Data Tokens captures valuable insights from data beyond your environment, empowering you with a broader, deeper understanding of your customers, including their shopping habits, locations, and spending amounts.
- Improve targeting accuracy: Identify high-value customers and better predict their lifetime value to enhance your targeting effectiveness.
- Increase conversion rate: Better understand what your customers are likely to buy to curate personalized feeds and campaign with relevant offerings.
- Enhance customer engagement: Predict major spending periods and habitual behaviors to connect with customers when it matters most.
What Does it Enable?
Consent
Visa Data Tokens are enabled only after consent has been received from the consumer. The collection of this consent must be facilitated by the Client in accordance with applicable law and consent standards that may be recommended by Visa.
Consumer Control
Consumers needs to be able to provide or revoke consent for Visa Data Tokens on the Client’s platform and in accordance with applicable law and consent standards that may be recommended by Visa.
Personalization
Visa generates thousands of consumer signals that can be integrated into your flows and digital experiences.
Client Flexibility
Clients will have the flexibility to choose from the multitude of insights that are available from Visa for the Client's specific market, and that are relevant to them during the onboarding process.
How Does it Work?
Non-issuer Flow
Consumer
The consumer consents to share their spending data to receive personalized insights provided by Visa. This collection of consent is a one-time action that the consumer must be able to revoke at any time
Client (non-issuer)
Once consent has been collected, the client connects to the Visa APIs to enroll the consumer and provision a Data Token for that consumer. At any point following provisioning, the client may connect to the Visa APIs to retrieve relevant signals available in the repository.
Visa
Visa manages the provisioned Data Tokens. For consented and provisioned consumers, Visa will return the requested signals to the client.
Client (non-issuer)
The client incorporates the signals provided by Visa into their existing data management systems, as well as their personalization and recommendation algorithms to deliver an enhanced, personalized experience to their customers.
Issuer Flow
Client (Issuer)
The client connects to the Visa APIs to retrieve relevant signals available in repository.
Visa
Visa returns the requested signals to the client.
Client (Issuer)
APIs Included
Data Token APIs
Onboard clients in a single step – create a consumer, add one or more cards (identified either with the full PAN, a partial PAN or with a payment token), and provision a data token. Add and remove cards from an existing data tokens, revoke consent
Signals APIs
Fetch one or more signals for a specific consumer (identified by their associated Data Token)