American Express: The Personalization Journey

Anthony Mavromatis, VP of Customer Marketing Analytics and Data Science for American Express, talks about how his organization has used personalization to deliver a world-class customer experience from an omni-channel perspective -- and what that journey looked like.

Jump ahead to these highlights:

• 0:48 - Anthony's role at American Express
• 1:20 - How do you define personalization?
• 2:46 - The personalization journey for American Express
• 5:53 - Orchestra, the centralized solution for delivering on personalization vision
• 10:20 - Importance of bringing data together for customer experience
• 12:58 - Creating a marketer's Candyland
• 15:18 - Balancing customer expectations with privacy
• 17:22 - Advice for embracing on a personalization journey
• 20:50 - How much to rely on consumer-in, voice-of-customer data

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