Media: premium and reach. Leverage types of data: from Amex site, behavioral and intent, search, and brand study. Optimization by and across strategies.
Dog lovers convert at high index for Amex
products? Yes!
Amex' Mark says after five months the brand awareness of PASS is up 96%, sales exceed forecast by 10%, and found that the key to the strategy is the cross-funnel, those that were
exposed to both responded more highly than those exposed only to one funnel.
Response rates increased significantly enough to make up for hitting people in premium and reach environments,
MediaMath's Jenna says.