Data Dialogues

Equifax Marketing VP, Tricia Gabberty, interviews Anthony Mavromatis, VP of Customer Marketing Analytics and Data Science for American Express. Anthony explains “digital empathy” and reveals how personalization helps American Express deliver world-class customer service – and the many layers of experimentation that it entails.

Show Notes

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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What is Data Dialogues?

A podcast where innovative business leaders discuss data: how to think about, how to use it and how it can help us all make better business decisions every day. As they tell their stories of trials and triumphs, you’ll gain key insights to leverage in your own day-to-day operations.