AMERICAN EXPRESS


A GROWTH INTELLIGENCE CASE STUDY




Using AI algorithms developed by Growth Intelligence, American Express were able to significantly increase the success of their outbound sales and marketing campaigns, whilst sustaining a healthy ROI.




American Express (AMEX) is a large multinational financial services company operating across both consumer and business markets, offering a very broad range of financial products and services. Consequently, their B2B services are aimed at the full spectrum of the UK economy – from small startups to large-scale corporations.


3x

INCREASE IN OUTBOUND SALES SUCCESS



6x

REDUCTION IN COST OF ACQUISITION



2.2x

MORE REVENUE PER CAMPAIGN


THE CHALLENGES OF PROPENSITY MODELLING

As a strategy for optimising AMEX’s outbound marketing activity, propensity modelling proved to be an adequate solution. However, it still had its challenges. Refining and optimising a propensity model with new data generated by the same model (i.e. a feedback loop) requires manual, human intervention, and above all…lots of time.


HOW GROWTH INTELLIGENCE SOLVED IT

AMEX’s Global Commercial Services Division had shown strong growth for many years. It was then introduced to Growth Intelligence and its AI-powered marketing decision-making platform and as a result was able to:

• Identify B2B customers outside of their existing field of vision or targeting capabilities. In other words, they were re-discovering prospects they had not considered targeting before.
• Predict which of these new prospects (and existing prospects) were most likely to convert,
via a grading system powered by machine learning.



“Growth Intelligence have got something which is pretty unique. And they’ve got a flexible way of helping their customers succeed. That’s a pretty powerful combination.”

Harry Mole, UK Marketing Director, American Express