Rohit Abuja has completed an MBA in Marketing and Technology and have been working with Amex for 11+ years in various marketing analytics roles. Rohit’s current role is “Director – Enterprise Advertising Measurement Science” and is responsible for helping marketers at Amex understand the impact and efficacy of their Media & Marketing Campaigns. His team leads the development of proprietary MMM models which helps businesses across Amex to right size their Media Investments in various tactics with a focus on driving efficient returns. Outside of work, he just moved to NYC and am enjoying exploring the city and the great restaurants around.
Day 1: Nov 3, 2022
Day 2: Nov 4, 2022
11:30 amTRACK 2: DATA & DIGITAL PERFORMANCE
IMPORTANCE OF AN INTEGRATED DATA APPROACH TO MARKETING
And how It Can Make You Stand Out In A Hugely Competitive Market
The average US consumer is likely to change their checking account on average every 17 years, whilst only 1/3rd of US consumers have changed their credit card in the past five years.
Changing customers’ purchasing behavior in financial markets can be exceptionally hard, especially when consumers are so deeply rooted in their behaviors, so how can marketers affect change and drive greater adoption of their services?
The first thing is to get a greater and better understanding of your marketing performance, are you shouting into the wind, are your campaigns landing and if not why not?
In this session, Adverity and American Express will discuss:
- The challenges faced by marketers in such a competitive industry
- The benefits of an integrated data approach
- How marketing teams can achieve an integrated data approach
- The importance of adding value to customers through a data-centric culture and how to build it within your organization
Being able to react and adjust spend correctly