American Express Mexico Slashes Costs by 58% and Hits Record Consumer Growth with Realtime

• Conducted a comprehensive analysis of Amex’s offline data to understand the full customer journey—from initial application submission to card approval.
• Mapped out each offline stage, including gross sales assessment, telemarketing engagement, and final card approval, to identify critical KPIs and metrics.
• Recognized gross sales volume as a key predictor of Cost Per Acquisition (CPA), enabling targeted focus on high-impact metrics.
• Integrated offline insights with digital campaigns for rapid optimization, ensuring the right campaigns and audiences were prioritized.
• Uploaded offline data (MQLs, SQLs, and final conversions) into digital platforms to create a customer journey-aware system, driving improved lead quality.
• Achieved a 58.8% reduction in cost per new account by aligning offline journey insights with digital marketing efforts.

• Leveraged deep knowledge of Meta performance and Mexican market nuances to overhaul campaign strategy and structure.
• Quickly launched Advantage+ Shopping Campaigns (ASC) across all products, significantly improving efficiency.
• Simplified audience targeting by eliminating redundant lists and overlaps—reducing more than 20 active audience segments to a lean, focused set.
• This strategic optimization nearly doubled monthly media investment, demonstrating AMEX’s increased confidence in our refined approach.

We implemented a series of optimizations aligned with platform best practices which resulted in lots of easy wins. This included maintaining an optimal number of creatives to facilitate learning, regularly testing new creative concepts, and strategically controlling budgets to prioritize top-performing audiences. These efforts resulted in the consistent delivery of best-ever results for consumer acquisition and successful expansion into new digital channels, broadening AMEX’s reach.