{
  "docId": "019dd923-5e88-73ef-bd59-c3b5db588c7f",
  "docSlug": "d03852c00030b7b5",
  "documentTitle": "American Express Investor Day 2024",
  "authorId": "McKinsey",
  "authorName": "American Express",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 18,
  "pageCount": 201,
  "prevPage": 17,
  "nextPage": 19,
  "slideType": "client_example",
  "function": "illustrate_case",
  "density": "overcrowded",
  "nDataPoints": 8,
  "notes": "Data points represent growth multiples and fee increases post-refresh for specific card products in US, Australia, and Japan.",
  "elementsJson": [
    "headline_text",
    "data_table",
    "photo",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd59-c3b5db588c7f/18",
  "deckHref": "/decks/019dd923-5e88-73ef-bd59-c3b5db588c7f",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd59-c3b5db588c7f.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd59-c3b5db588c7f#slide-18",
  "components": [
    {
      "bbox": null,
      "kind": "metric",
      "text": "Account growth: 2.2x",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-2e37-719d-8be3-7997ab2569e0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.05,
        "y": 0.2
      },
      "kind": "paragraph",
      "text": "Best-in-class Premium products build our premium customer base in the US...",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "96261170-45bb-4972-8a58-91009c5330dc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.55,
        "y": 0.2
      },
      "kind": "paragraph",
      "text": "...and across International countries",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b290165d-309a-43fa-be8b-fd8fb5f7d9ad",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.05,
        "y": 0.92
      },
      "kind": "source-note",
      "text": "Note: (1) US Consumer Platinum account growth from Jun'21 to Dec'23 and US Consumer Gold account growth from Sep'18 to Dec'23 based on the date of the respective product refreshes; (2) AU and JP Consumer Platinum account growth from Dec'17 to Dec'23 based on period to encompass both product refreshes in 2018 and 2023, respectively. International fee changes are in local USD currency using Jan'24 FX Rates",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fd0fa55c-5663-435d-ab7c-a3ab837f00a0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.4,
        "x": 0.05,
        "y": 0.62
      },
      "kind": "table",
      "text": "US Consumer Gold: 2023 vs. 2018; Accounts ~2.2x; Fee Change +28% -> $250",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "465a36f0-d2a2-45e7-a5b3-62e2ae136c1b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.4,
        "x": 0.55,
        "y": 0.34
      },
      "kind": "table",
      "text": "International Platinum: 2023 vs. 2017; AU: +21% -> $957, ~2.5x; JP: +18% -> $1,117, ~1.5x",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "668965bc-5690-4a97-863e-9c08838d821e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.4,
        "x": 0.05,
        "y": 0.34
      },
      "kind": "table",
      "text": "US Consumer Platinum: 2023 vs. 2021; Accounts ~1.6x; Fee Change +26% -> $695",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8f559a7c-58d3-4b92-b5aa-ab721bf51cdb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "We build this premium customer base with a differentiated product design and refresh strategy that drives subscription-like Membership Fees...",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a6d9834e-d992-4c19-acdc-631c79c4f0e1",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Table data",
      "slug": "table-data",
      "agent": null,
      "layer": "slide",
      "matchId": "aa9948d4-c0a1-4d46-b108-c02b88da07c4",
      "evidence": "The slide includes tables with data.",
      "confidence": 0.8
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 20,
      "from": 11,
      "beatId": "77d0800c-7f35-4916-ab1c-fa5351948786",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "Desire",
      "beatSlug": "aida-desire",
      "evidence": "The deck highlights the benefits and advantages of American Express's Membership Model, creating desire in the audience.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}