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B2C Transformations: How American Express reimagined its customer experience through data-driven optimization

Sabrina Pasini, American Express



Sabrina Pasini, Senior Manager of Digital Acquisition, American Express, oversees and manages the delivery of innovative projects that maximize the performance and user experience of the American Express website.

When beginning to use big data for real-time customer targeting, the team needed to transform the digital experience into a customer journey. They did this by ditching educated guessing for testing and actually targeting personalized experiences based on tested facts.

They used data such as:
  • Site activity

  • Prospect data

  • Offsite media

  • Model scores

  • Third party data

By using this data, Pasini and her team were able to understand customers individually and market to them accordingly.

"The data is also powerful in that it will tell you something about that prospect. Even if you can just do the simplest segmentation — returning customer versus a new customer — you can already start tailoring your messaging a lot better and make sure that you’re meeting their needs," Pasini said.

Related Resources

MarketingSherpa Summit 2016 — At the Bellagio in Las Vegas, February 22-24, 2016

B2C Web Optimization: 23% lift in conversions by optimizing step one of funnel

B2C Marketing: Top takeaways of the year on mobile optimization, retargeting and behavior-based personalization

Testing and Analytics: What’s stopping you from testing?