Case Study: Visa drives SMB digital growth with Dynata’s precision B2B targeting

Visa digitizes 13.5 million SMBs in Europe with Dynata

Visa, a world leader in digital payments, faced the challenge of gaining deep insights into the complex and nuanced payments ecosystem for small and medium-sized businesses (SMBs) across Europe. This was critical for achieving its goal to digitally enable 50 million SMBs worldwide. To understand SMB trends, pain points, and behaviors, Visa commissioned a SMB European Annual Merchant Survey from Dynata.

Dynata leveraged its robust panel and unique B2B recruitment approach to precisely target over 20,000 SMB decision makers across 14 countries. The solution provided Visa with actionable data and a custom tool for ongoing analysis. As a result, Visa gained nuanced market knowledge, which revealed that offering digital payments can increase SMB revenue by 6-15%. This data-driven strategy helped Visa significantly exceed its goal, digitizing nearly 67 million SMBs globally.

Visa