Clean Deterministic Data at Scale
With clean deterministic data at scale, Amex Advance leverages an unparalleled depth and breadth of user spend insights to develop more accurate and nuanced audiences for your brand
Premier Predictive Machine Learning
Amex Advance uses sophisticated machine learning to deliver audiences that are predictive, not static or backward looking
Collaborative Amplification
Using a secure platform, partners can collocate their data with ours to refine the modeling process and improve the effectiveness of Audiences
Trust, Security, Service
American Express is one of the world’s most trusted brands. Amex Advance is the latest stage in our evolution to deliver outstanding solutions and services to more companies and consumers.
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 purchasing auto insurance, customers spent 2.5x 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
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
Custom Audience Insights:
Prior to purchasing furniture, customers spend3
3x more
at clothing boutiques
4x more
on Lighting fixtures
4x more
on kitchenware & glassware
4x more
on watches
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.
What data is in the Amex Advance platform?
We are able to ingest, process and integrate data from a number of sources:
- American Express Data: Anonymized and aggregated Card Member transaction data
- Partner Data: Your CRM or campaign response data
- Third Party Data: Publicly available consumer data
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.
Where is the Amex Advance platform hosted?
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)
Products & Services
GETTING STARTED
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