Search behavior is one of the main ingredients in Resy’s personalization strategy. The Amex-owned restaurant reservation platform uses search intent to inform its content and better understand what motivates users to book tables.
Andrew Mok, CMO of car-sharing company Turo, explains how Turo taps into data to create a “specific, one-to-one experience” for each customer.
American Express is investing in measurement technology to try and give credit where credit is due. Since 2019, Amex has been moving away from multi-touch attribution and embracing marketing mix modeling and machine learning to power its approach to measurement.
While tapping into purchases helps advertisers close the loop around the actual conversion, the use cases for purchase data have evolved far beyond measurement. The use of transactional data is maturing in media activation, as is the ability to commingle it with other data sources like behavioral, location and even panels in channels like addressable […]
American Express on Tuesday launched a data-driven business division called Amex Advance. Along with it Amex is debuting a data platform designed to let marketers run custom audience segmentation and predictive modeling against Amex’s own first-party data. Amex Advance lets marketers and merchant partners use American Express’ database of deidentified cardholders to extrapolate insights about […]
by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher, Kelly Liyakasa and Ryan Joe Programmatic advertising comes in many flavors. A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the […]
In 2014, American Express boldly declared in an RFP to ad tech vendors that it wanted to programmatically transact 100% of its then $128.5 million display budget. Though the statement was later clarified to be more of an aspiration than a brand-wide target, the financial services giant was one of several large brands exerting greater control over exchange-based buys at […]
Location-based marketing player Placecast has taken the wraps off a new card-linked offers program geared to credit card companies and retailers. With the program, called Card-Linked ShopAlerts, Placecast will compete with FreeMonee Network, Linkable Networks, and Cartera Commerce among other vendors. But it claims to have a leg up when it comes to analytics, since […]
