How American Express embraced mobile customer journeys

This article outlines how American Express, the credit card company, investigated the role of mobile in its customer journey.

In 2016, Trudie Newcomb - Vice President of Acquisition, Early Engagement and David Jones Strategic Alliance at American Express - had a realisation.

"You only had to get on a bus or a train to realise that everybody spent their whole time looking down at what was happening on their mobile phone, and not around them," Newcomb told Mumbrella’s Finance Marketing Summit in Sydney.

The business had been dabbling with mobile advertising but there hadn’t been a consistent focus on it. And while Newcomb and her team had a feeling that mobile was playing a significant role in their...

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