Track 2: Marketing Analytics
Layering Insights on Automation: How American Express Customer Marketing uses Big Data Infrastructure to its Advantage
Automating marketing operations is an evergreen goal for any organization looking to grow its customer base. One of the biggest challenges to developing an automated process is figuring out how to iteratively improve it without tearing the whole thing down and starting from scratch.
How are you supposed keep an automated process going without stopping to tinker every time your data provides you with a new insight?
This presentation will cover how American Express harnesses data-driven technology and tools to automate the personalization of its Card Member marketing to deepen relationships with existing customers. The audience will leave with a clear understanding of how Big Data tools can be used to analytically iterate upon a live marketing execution process.