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Create Your Winning Audience

For years, insights developed from the analysis of American Express’ closed loop1 transaction data have been the foundation for personalizing internal and third-party marketing programs for our customers. Now our data science capabilities are enabling us to point these insights in a new direction. Amex Advance allows for the in-depth analysis of American Express data alongside partner data in order to find audiences across the U.S. population who are most likely to spend with your brand in the future, not just those who have made a purchase in the past.


Curated Audiences

Collection of premium turnkey segments. Choose from Audiences across Persona & Interests, Events & Purchases, and Life Stages

   
Custom Audiences

Customizable audiences that can be segmented by brand, category and time period to solve most common business challenges

   
Consultative Audiences

Bespoke audience segments created by Amex Advance data scientists that address more granular or specific brand needs

 

Did you know?

Prior to switching their auto insurance, customers spent 25x more on laundry and dry cleaning2

Typically, 49%-67% of the top 100 variables of Amex Advance Models are
driven by diverse spending behaviors outside the marketer’s category 

 

Creating Amex Advance Audiences

Omnichannel activation through our partners: audiences can be activated across broadcast, digital, email, and direct mail campaigns

 

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1. Define Desired Target

 

Amex Advance and Brand to define audience based on a desired purchase behavior    

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2. Build Your Audience Model

 

Machine learning analyzes historical purchase trends to produce spending insights about your most likely target audience  

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3. Scale Purchase Insights to the U.S. Population

 

Extrapolate spending insights to determine spend profile of broader consumer population    

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4. Apply Audience Model to Select Your Custom Audience

 

Amex Advance predictive modeling identifies targeted segment within U.S. population  

 

 

Omni channel Activation Through our distribution partners, audiences can be activated across digital, social, email, direct mail, and television

 

 

 

Amex Advance Interactive Portal    

For the first time, partners can access similar services through the Amex Advance interactive portal, where thousands of spending data points are analyzed to deliver dynamic insights and performance against potential Curated and Custom Audiences. 

 

  

 

Custom Audience Insights:

Prior to purchasing furniture, customers spend3    

4x more
at clothing boutiques

5x more
on Lighting fixtures

5x more
on kitchenware & glassware

5x more
on watches


Machine Learning at Your Fingertips

In addition to accessing these powerful analytics, partners are also able to order customized Audiences directly through the interactive portal.    

 


 

The Amex Advance Platform

This first-of-its kind platform allows for the in-depth analysis of American Express
closed-loop transaction data alongside partner and publicly available consumer
data in order to develop insights about the future buying behaviors of a
desired audience within the U.S. population.    

1 American Express serves as a Card issuer and a merchant acquirer, and maintains direct relationships with Card Members and merchants. This enables the company to operate a closed-loop network and provide marketing programs to merchants and special offers and services to Card Members. This model differentiates the company from the competition and allows access to payment transactions from both the Card Member and the merchant perspective.
 

2 In the year prior to purchase, when compared to the rest of the active Card Member base (September 2017)  

 

3 When compared to the rest of the active Card Member base (September 2017)

 

 

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