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Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

Get it on Amazon (Kindle/Print)

Amex to sell insights from cardholder data

American Express has this month announced the launch of a new 'American Express Business Insights' unit, providing analytics and consulting for business clients, and using data drawn from the company's global network of cardholder spending data.

The Business Insights unit will combine up-to-date aggregate trend analysis and help identify strategic opportunities based on aggregated spending patterns from the company's approximately 90 million cardholders and over 4 billion transactions per year, throughout 127 geographical markets.

The unit will work with business clients to provide data-driven insights focused on specific customer segments that will help them to develop customised marketing strategies, with consulting services including:

Identifying consumer spending trends;
New product innovation;
Geographic expansion;
Customer acquisition and retention;
Improved marketing and advertising strategies;
Customer relationship management;
Improved procurement processes.

Business Insights will operate within the American Express Global Merchant Services unit and promises that cardholder spending data analysis will be done only on an aggregate level, and will never disclose any personally identifiable information to merchants or partners for marketing purposes. This aggregated data involves the pooling of transactional data and other public market data to create customer segments (such as 'ultra-affluent' or 'large corporate') to help evaluate purchasing patterns within a business.

"Our ability to interpret trend patterns across our global network will provide insights for businesses that are fighting every day to improve their offerings and reach their customers more effectively," explained Bill Glenn, president of Global Merchant Services for American Express. "Businesses constantly wrestle with thorny questions like which markets to enter or expand into, where to open new stores, and how to define their ideal customer. We aim to help them answer these questions."

Sources: American Express Company; American Express Business Insights / The Marketing Factbook.
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Marketing Technology

Have you seen The Marketing Operations Playbook?

The Marketing Operations Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is the marketing book you can't afford to be without.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

This comprehensive and practical guide to the latest ideas in marketing operations hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Operations Playbook at your side, you'll gain to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)