Radical Transformations

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1 Radical Transformations How American Express reimagined the customer experience with a data-driven approach to optimization Sabrina Pasini Senior Marketing Manager American Express Selena Blue Manager of Editorial Content MECLABS

2 Session speaker Sabrina Pasini Senior Marketing Manager American Express As Senior Manager of Digital Acquisition at American Express, Sabrina manages the delivery of innovative and high-profile Web projects that maximize the performance and user experience of the American Express Consumer Card website. This has included overseeing a new site redesign, ongoing test and learn campaigns, as well as an optimization roadmap to operationalize big data for real-time targeting. Pasini has been with American Express for more than five years and has held a variety of key roles in the digital acquisition group.

3 About American Express FORTUNE 500 RANKING: 90 $33 billon in annual revenue million cards-in-force 62, countries employees worldwide

4 More than 20 credit cards

5 The Challenge: Transforming digital experiences Rethink the digital experience Ditch educated guesswork for testing Implement strategic optimization roadmap Deliver targeted and personalized experiences

6 Challenge: Transforming digital experiences How do you accomplish this? Rethink the digital experience Implement strategic optimization roadmap Ditch educated guesswork for testing Deliver targeted and personalized experiences

7 Testing progression Expert Judgment A/B Testing Multivariate Testing Segment-based Multivariate Testing

8 Step 1. Expert judgment

9 Step 1. Expert judgment

10 Testing progression Expert Judgment A/B Testing Multivariate Testing Segment-based Multivariate Testing

Step 2. A/B testing Experiment Research Notes: Background: Test the existing Card Member-focused homepage with treatments featuring three and four cards in the hero section.

11 Step 2. A/B testing Experiment Research Notes: Background: Test the existing Card Member-focused homepage with treatments featuring three and four cards in the hero section. Objective: To increase card application conversion rate. Primary Research Question: Which page emphasis specific popular cards or balanced selection across portfolios will result in higher conversion rates? Test Design: 100% redirect from Current Cards Landing to 3 Cards Landing 4% random, 5% default and 91% targeted 11

12 Step 2. A/B testing Control

13 Step 2. A/B testing Control Treatment 1

14 Step 2. A/B testing Control Treatment 1 Treatment 2

15 Step 2. A/B testing Control Treatment 1 Treatment 2

16 Step 2. A/B testing Control Treatment 1 Treatment 2 Resulted in No Clear Winner

17 Testing progression Expert Judgment A/B Testing Multivariate Testing Segment-based Multivariate Testing

18 Step 3. Multivariate testing Experiment Research Notes: Background: Test for further improvement on Treatment 1 from the previous A/B test. Objective: To increase card application conversion rate. Primary Research Question: Will optimizing each of the key elements on the page drive engagement and increase conversion rate? Test Design: Full-factorial MVT with six elements for a total of 256 variations. With business exclusion applied, a total of 144 experiences are tested. 18

19 Step 3. Multivariate testing Variable #1. Color scheme

20 Step 3. Multivariate testing Variable #2. Page navigation

21 Step 3. Multivariate testing Variable #3. Calls-to-action

22 Step 3. Multivariate testing Variable #4. Comparison tab

23 Step 3. Multivariate testing Variable #5. Lower tool section

24 Step 3. Multivariate testing Variable #6. Tool in tab

25 Step 3. Multivariate testing Which combination won?

26 Step 3. Multivariate testing Control Winning Combination

27 Step 3. Multivariate testing Control Winning Combination 29% Increase in Conversion Rate

28 Ranking of MVT treatment results 144 1? Control Winning Combination

29 Ranking of MVT treatment results Control Winning Combination

30 The next frontier One-size-fits-all interactions Experiences customized to microsegments

31 Testing progression Expert Judgment A/B Testing Multivariate Testing Segment-based Multivariate Testing

32 Balancing Act: Business priority vs. customer needs Lower Combined Value Higher Value

33 Segmentation process COOKIE: Customer Data Site Activity Prospect Data Offsite Media Model Scores Step 1. Track and Identify Prospect Traits 3 rd Party

34 Segmentation process COOKIE: Customer Data Site Activity Prospect Data Offsite Media Model Scores Step 1. Track and Identify Prospect Traits 3 rd Party Step 2. Combine Traits into Segments

35 Segmentation process COOKIE: Customer Data Site Activity Prospect Data Offsite Media Model Scores Step 1. Track and Identify Prospect Traits 3 rd Party Step 2. Combine Traits into Segments Step 3. Displays Custom Content in Real Time

36 Step 4. Segment-based multivariate testing Experiment Research Notes: Background: Test personalized homepages for a customer-centric experience. Objective: To increase response and conversion rate. Primary Research Question: Will targeting cards to profiles that may have an affinity for these products increase clickthrough and conversion rates? Test Design: Target created four campaigns: 100% Redirect from Current Cards Landing to 3 Cards Landing 4% random, 5% default and 91% targeted. 36

37 Step 4. Segment-based multivariate testing Feature the winning product Display nexthighest valued products Match Member Story to featured product

38 Step 4. Segment-based multivariate testing Control Treatment

39 Step 4. Segment-based multivariate testing Control Treatment 28% Increase in Conversion Rate

40 Segmentation example Step 1. Cookie assigned

41 Segmentation example Prospect: Robert Step 1. Cookie assigned Assigned Cookie:

42 Segmentation example Step 2. Traits tracked before Card homepage arrival Step 1. Cookie assigned

43 Segmentation example Step 2. Traits tracked before Card homepage arrival Step 1. Cookie assigned Interest: Travel 3 rd Party: Travel Geo: Atlanta DFA: Delta 300x250 DFA: Delta 160x600

44 Segmentation example Interest: Travel Step 2. Traits tracked before Card homepage arrival Step 1. Cookie assigned Step 3. Customized Card homepage presented

45 Segmentation example Interest: Travel Step 2. Traits tracked before Card homepage arrival Step 1. Cookie assigned Step 3. Customized Card homepage presented

46 Segmentation example Interest: Travel Step 2. Traits tracked before Card homepage arrival Step 4. Prospect continues to search website Step 1. Cookie assigned Step 3. Customized Card homepage presented

47 Segmentation example Interest: Travel Step 2. Traits tracked before Card homepage arrival Step 4. Prospect continues to search website Step 1. Cookie assigned Step 3. Customized Card homepage presented

48 Segmentation example Interest: Travel Step 2. Traits tracked before Card homepage arrival Step 4. Prospect continues to search website Step 1. Cookie assigned Step 3. Customized Card homepage presented Step 5. Newly acquired traits assigned to prospect

49 Segmentation example Step 1. Cookie assigned Interest: Travel Step 2. Traits tracked before Card homepage arrival Step 4. Intent: Prospect Cashback continues to search website View All Cards: Cashback BCE Learn More Page Step 3. BCE Credit QuickInfo Step 5. Customized Card View All Cards: Credit Newly acquired traits homepage presented assigned to prospect

Segmentation example Interest: Travel Step 2. Traits tracked before Cards homepage arrival Step 4. Prospect continues to search website Step 6.

50 Segmentation example Interest: Travel Step 2. Traits tracked before Cards homepage arrival Step 4. Prospect continues to search website Step 6. Updated Cards homepage presented Step 1. Cookie assigned Step 3. Customized Cards homepage presented Step 5. Newly acquired traits assigned to prospect Intent: Cashback

51 Segmentation example Interest: Travel Step 2. Traits tracked before Cards homepage arrival Step 4. Prospect continues to search website Step 6. Updated Cards homepage presented Step 1. Cookie assigned Step 3. Customized Cards homepage presented Step 5. Newly acquired traits assigned to prospect Intent: Cashback

52 Segmentation example Interest: Travel Step 2. Traits tracked before Cards homepage arrival Step 4. Prospect continues to search website Step 6. Updated Cards homepage presented Step 1. Cookie assigned Step 3. Customized Cards homepage presented Step 5. Newly acquired traits assigned to prospect Intent: Cashback

53 The new optimization roadmap New Accounts Experience Segmentation & Personalization II Positioning Segmentation & Personalization I Product A/B/n Targeting Segmentation Cluster Analysis Layout A/B Test Functionality/UX Multivariate Testing Time

54 Enabling personalized experiences using big data Relevant Product Incentive Strategy Messaging/ Customer Journey

55 Estimated result of personalization 50% Increase in estimated revenue of build business acquired by 2015

56 Overall results for optimization project Nominated for The American Express President Award for Innovation in Earned American Express the 2013 Internet Advertising Competition Award for Outstanding Achievement in Internet Advertising. The new site scored first place in Forrester s 2013 US Credit Card Online Sales Rankings.

57 Key takeaways Put customers first Let the data do the work for you Never stop improving

58 Thank you Sabrina Pasini Senior Marketing Manager American Selena Blue Manager of Editorial Content Headshot

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