Leveraging Recommender Systems for Maximizing Customer Engagement at Amex


American Express’ data assets power the world’s best customer experience every day. Knowing the customer and communicating the right message at the right time has driven American Express to become one of the most innovative customer service brands today. Our Personalization ecosystem leverages advanced ML algorithms that are continuously being trained to provide intelligent recommendations, adapting to our customer’s evolving needs and preferences, and presenting recommendations that align with their brand affinities and interests while respecting our customer’s privacy choices and communications preferences. We use industry best recommender systems and advanced data science leveraging techniques like boosting, NLP, reinforcement learning to make our personalization experience most relevant for our customers every day.


Sonal joined American Express in 2011 and has held multiple responsibilities across decision science teams over the past 12 years. She is currently Vice President for customer marketing models for consumer business at American Express. She has been instrumental in redefining personalization and digital marketing in the era of Big Data to drive revenue while also enhancing the customer experience. Under her leadership, the team has driven multiple machine learning and data science innovations across self-learning models and boosting to drive incremental revenue for the business. Sonal has a strong track record of driving results for unstructured projects working across large global team of data scientists and business partners. She is also passionate about grooming talent and creating a strong pipeline of next gen leaders. She was the recipient of the president award in 2019 for her outstanding contributions and leadership. She lives in Gurgaon with her husband and two young girls.

Open Data Science




Open Data Science
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Cambridge, MA 02142

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