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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.
Bespoke audience segments created by collocating Partner and Amex data to address your business challenges
Launch targeted offers in the Amex Offers platform to drive incremental revenue and deterministic measurement for your Brand
Customizable audiences that can be segmented by brand, category and time period to solve most common business challenges
Typically, 49%-67% of the top 100 variables of Amex Advance Models are
driven by diverse spending behaviors outside the marketer’s category
1. Define Desired Target
Amex Advance and Brand to define audience based on a desired purchase behavior
2. Build Your Audience Model
Machine learning analyzes historical purchase trends to produce spending insights about your most likely target audience
3. Scale Purchase Insights to the U.S. Population
Extrapolate spending insights to determine spend profile of broader consumer population
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
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.
We are able to ingest, process and integrate data from a number of sources:
All data is securely encrypted in the platform to help keep consumers' data safe. All Card Member data is anonymized prior to being used to develop the insights that drive our audiences, so personal details are protected.
We do not share any personal information of our Card Members with our business partners in this process. No names or contact information of any kind, including whether or not a consumer is an American Express Card Member, is accessible to our partners.
To further preserve the privacy of its Card Members and partners’ customers, the platform is hosted by an independent third-party, Acxiom, so the data can be analyzed in a segmented environment.
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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