In this age of big data, social media and integrated marketing ecosystems, it’s sometimes hard to know who owns the customer. Traditionally, the merchant, retailer or brand tends to “own” the customer in terms of building loyalty, repeat business and add-on sales. But with the emergence of cashless mobile payment systems and associated payment gateways, new opportunities to deliver marketing campaigns that drive sales are giving merchants more options beyond their traditional databases. These systems are evolving to be much more than just transaction processing platforms. They collect vast amounts of data that can be used effectively for marketing purposes. For example, they could deliver personalized and highly targeted messages based on a consumer’s known buying behaviors and patterns. Data collected from mining transaction details can be used to garner effective insights into buyer personas, which can then be put to use for new types of media buying and other digital marketing programs that drive foot traffic, sales leads and social media engagement. These mobile payments platforms do so in a manner that is seamlessly integrated in consumers’ everyday patterns of communicating, planning and making purchase decisions.