American Express (AMEX) is a multinational financial services company that offers a broad range of financial products and services to SMEs – from international payments (FX) to business credit cards.
American Express asked Growth Intelligence to help find, target and communicate to businesses who required foreign exchange and international payment facilities (FXIP).
They wanted to ensure they were maximizing customer opportunities across the economy. Not only were they targeting existing customers to cross-sell FXIP services and products;they were also looking to open up new and untapped markets. As a solution to that, the marketing team’s initial instinct was to use propensity modelling.
As part of the onboarding strategy, the existing propensity model was maintained for several months and run in parallel with Growth Intelligence. On every metric, Growth Intelligence outperformed the incumbent.
The results of this side-by-side comparison revealed that:
Today American Express is using a combination of Fit AI®, Value AI® and Persona AI® to create personalized buyer experiences that customers love. Fit AI helps them accurately identify ideal buyer audiences for every product. Using Value AI, every account receives the marketing treatment they deserve, optimising for return on marketing spend. And creating messaging is now driven by insights, making every marketing message resonate.