Wiland, Inc., a leading consumer intelligence and predictive analytics company, today announced the formation of a collaborative partnership with Amex Advance, a personalization services division within American Express. The partnership enhances Wiland’s predictive modeling of responsive marketing audiences by integrating Amex Advance’s customized insights on future consumer purchasing behavior. This unique and powerful combination of capabilities gives media buyers the ability to target their marketing more effectively across display, mobile, video, and direct mail channels in order to reach customers most likely to purchase their products or services.
“We are known for delivering highly responsive marketing audiences to our clients. Our ability to help advertisers increase top line revenue and bottom line performance is the best in the business,” said Phil Wiland, President and Chairman of Wiland, Inc. “Now, with the addition of Amex Advance’s targeting capabilities, our models become even more predictive of consumer response. We expect that thousands of advertisers will immediately benefit from this powerful combination of resources. It will enable them to find more customers, increase revenue, and improve marketing ROI.”
Amex Advance leverages the latest machine learning techniques to help predict when a consumer might be in the market for a certain product or service. Amex Advance analyzes over $1 trillion in annual transactions on the American Express closed-loop network, which have been anonymized and aggregated, to develop predictive models about the future buying behaviors of a desired consumer audience. From these models, Wiland and Amex Advance create audience segments predicted to have the highest intent to purchase. To ensure Card Member privacy, Amex Advance never shares personal data with Wiland or its clients–only anonymized scores and insights.
“We’re excited to combine Amex Advance’s big data capabilities with Wiland’s predictive audiences–making it possible for advertisers to deliver more relevant and timely advertising and thus increase their return on ad spend,” said Marc Ginsberg, Vice President and General Manager of Amex Advance. “Wiland’s history of innovation and integrity and its reputation for delivering superior results reflect Amex Advance’s priorities and values.”
Products created from the new partnership include:
- Custom-built digital and direct mail audiences specifically created for individual advertisers
- Hundreds of on-demand, ready-to-deliver audiences that address virtually every niche in the U.S. consumer economy
Digital audiences developed through the partnership—both custom and on-demand—are deliverable to more than 150 DSPs and advertising platforms and are deployable across multiple channels including:
- Addressable Television
To learn more about using Wiland audiences powered by Amex Advance in multichannel marketing campaigns, advertisers and their agencies can visit wiland.com/amexadvance.
About Wiland, Inc.
Wiland, Inc. is a leading provider of marketing audiences, marketing optimization, and business intelligence, serving thousands of brands and organizations in multiple industries. Leveraging vast transaction-level data, predictive analytics, and sophisticated audience modeling techniques, Wiland, Inc. delivers products and solutions that fuel client success in all marketing channels. For more information, visit www.wiland.com.
About Amex Advance
Amex Advance is a data-driven business that partners with companies across the advertising, travel, and service industries to deliver curated personalization services optimized for their customers. Leveraging best-in-class predictive machine learning, deep consumer insights, connectivity capabilities, and an integrated platform, Amex Advance transforms its deterministic data insights into customized solutions to solve partners’ key business challenges.
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