Tag Archives: American Express

Taking Control of Control Groups

Eric Callahan

Eric Callahan is Director, Performance Analytics at American Express. He’s also a presenter at the Marketing Analytics & Data Science Conference on June 8-10, 2016 in San Francisco, California.

As a preview to his presentation ‘Taking Control of Control Groups,’ Eric shared some insights on implementing successful measurement programs.
Peggy L. Bieniek, ABC: What are the critical elements of a successful measurement program?
Eric Callahan: It may sound clich??, but the most important thing is support from your executive leaders. There are a ton of moving parts involved in doing measurement correctly (set-up, design, execution, analytics, etc.) so you need a strong mandate that all parties align with the initiative. If even one cog in the wheel is not moving in the same direction as the others, the whole operation is compromised.
PB: Does measurement best practice vary from industry to industry?
EC:  Different industries may have different marketing tactics and goals, but the fundamental principles of good measurement will not change. However, there may be minor differences in how these principles are put into practice.
PB: What are the consequences of not putting a rigorous measurement strategy in place?
EC: The strength of a business’ measurement strategy directly correlates to the quality of insight that it generates from testing. If a company does not institute a solid measurement strategy, it will pay the opportunity cost of insights left on the table. In a worst case scenario, it may come to false conclusions and take harmful strategic actions.
PB: What will people gain from attending your presentation at the conference?
EC: Attendees will learn about different types of control groups, what each type is used for, and how to design a program so these are all working together to create a comprehensive measurement suite. We will also cover how to address common implementation challenges.

Want to hear more from Eric Callahan? Join us at the Marketing Analytics & Data Science Conference. Learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Brilliance@Work profile originally published on www.starrybluebrilliance.com

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Connecting VOC Data Back to Your Customer Strategy

Building a sound strategic customer plan calls for making some really tough decisions. You know that providing unique and authentic experiences to your customer is an integral part of the plan – but balancing that alongside meeting your short-term business goals, requires true organizational alignment in order to achieve real success.

Deliver the experiences your customers have come to expect from your brand means knowing your customer, what they value and translating that value into what matters most.

How well do you know your most valuable customers and are you connecting your VOC data back to the customer strategy?

The Total Customer Experience Leaders Summit is uniting cross-industry, customer-focused leaders to share best practices in linking data-driven behavior to business results, designing next generation customer experiences and measuring the impact of customer programs. Download the brochure for full details here.

Keynote Spotlight: 
 
How Can Customer Centricity Be Profitable?
- Peter Fader, Professor of Marketing, The Wharton School of the University of Pennsylvania
 
Many experts are touting the virtues of “Customer Centricity” as a valuable emerging business model, but there is a lot of confusion about what this concept means – and uncertainty about whether and how it actually leads to greater profitability. The purpose of this session is to bring clarity to both of these issues. 
We begin with a brief review of Professor Fader’s recent book but then dive deep into the profitability questions. We examine the main tactical “building blocks” underlying customer centricity and point out some subtle but important insights to help managers make the most effective and efficient use of each of them.
 
Joining Peter at the event is an impressive keynote roster, including:
‘ Jasmine Green, Vice President, Chief Customer Advocate, Nationwide 
‘ Dan Hill, Ph.D., President, Sensory Logic
‘ Sean Bruich, Head of Measurement Platforms & Standards, Facebook
‘ Christopher Frank, Vice President, American Express, Author, Drinking from the Firehose
‘ Thomas Feeney, President & CEO, Safelite AutoGlass
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Track Presentation: Needs are the Seeds for B2B


Our next presentation during our afternoon’s track sessions is given by Pepper E. Roukas, Director, Content & Community Development, American Express Global Advertising and Brand Management.

She’s begun by posing the misconception that so many have about the importance of social media for small businesses. She pointed out about the recent column by Steve Strauss on USA Today. On April 13th, he basically came out against business use of Twitter, in effect, not worth effort. What resulted was an avalanche comments against his perspective and they next day he wrote a new column, his mea culpa, a reconsideration of the value of Twitter for business.

So here she discusses Amex’ B2B Community Pillars:

1) Service & People
2) Data & Insights
3) Global Reach
4) Best Products & Partners and Services

So focusing with their internal marketing communication process, looking at
Awareness }} Consideration }} Conversation }} Loyalty & Usage

Now the use of communities expands and improves this process to create greater value and opportunity to engage their customers. Amex has determined that small business are so quickly and in increasing numbers using social media


Case Study: OPEN Forum

It’s a community from Amex to provide content and community platform to help small business owners manage their businesses. It’s a tool to create conversion and build loyalty and engagement. It is also not a closed community, much of the content is syndicated to appropriate external sites. Because of this they have focused on a particular content strategy:

1) Best of the Business
2) Has to be Authentic
3) Has to be Relevant
4) Has to be Timely

She then offered this example of a video clip from the INC. 500 Conference with Seth Godin

Because of these efforts Amex has seen significant outcomes including increased brand relevancy, brand loyalty, and ultimately, increased purchase considerations and card applications as a result of this effort.

Now switching gears, Pepper is offering the case study of business travelers. She presents a case study on Business Travel Connexion, an industry-wide platform for corporate travel management community, available to corporate decision makers but also includes their competitors, the first effort to do so. It offers unique Web 2.0 elements, some designed specifically with their current clients, while other functionally is widely available. In turn they also partner with Facebook and LinkedIn to promote the site and incorporate participation on these larger communities.

The results has once again included increased brand relevancy and brand loyalty; and later this year efforts will be for more in-depth measurements which they fill will demonstrate definite increase in purchase considerations.

In looking at these case studies, we now are looking at how Amex utilizes partnerships in order to co-create value in order to meet their needs for new content – best of breed and expert quality for their communities, and technology – opportunities for integration.

Updated

Social media diary 31/10/2008 – Amex

Amex to launch online community for travel managers

One of the best examples I know of a brand using information they have to add a social layer to their site is the Members Know site from American Express. On this site Amex use the data from spending using their cards to highlight restaurants and hotels in certain cities that are popular with their members. Once you’ve signed up you can share your thoughts on these establishments and exchange travel tips with other business traveller. Today, they are launching a new online community, and this time it isn’t aimed at the business travellers, but at the people who organise their travel for them.

Business Travel Connexion is aimed at corporate travel managers and will combine editorial from Amex and other suppliers with user-generated content. Amex hope to create a real-time resource for the members and also build a fairly homogeneous community of a group of people who would valuable to marketers. They will be able to share information and ideas with each other and also with Amex and other suppliers. The site includes a “Product Lab” area for feedback and co-creation.

So what can we learn from this?

Amex are a great example of how brands are adding social layers to their existing sites and products, delivering real value to people and making the most of the product and information they already have. With Members Know they took data that previously wasn’t used externally (data on spending in hotels and restaurants) and repackaged this in a way that was both useful for members and encouraged them to interact and upload their own content. In the same way, Business Travel Connection, links a set of individual customers who are isolated (often working with no peers in their organisation) but who share a strong common bond (they all deal with the same problems). That they can be linked through the Amex brand is even more powerful.

When thinking about ‘going social’ – building online communities or using social media – too many firms build approaches that don’t always address their unique position in the market or capitalise upon what they may have to offer. Amex have done things the right way. They’ve thought about their strategy and about why people would engage in an online community that they manage; and about what they have to offer that’s different. These are important stages and ones that we at FreshNetworks spend a lot of time on with clients. Working out why people will engage and why they will engage on your site is a critical first step to any online community

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American Express adopts social media: OPEN Forum

In a recent blog post by Chris Brogan, he shares information on the American Express Open Forum. At the Open Forum, American Express aggregates blog feeds through Federated. The area is full of interesting content, and American Express gives readers a sponsored area to discuss and talk about the information posted on the website. In this sense, Brogan points out, American Express is spreading its brand over blog content, and spreading the awareness of their name.