Our mission with Amtrak Guest Rewards was to create an experience with real-time relevancy and consistency across all channels and touchpoints. The approach was centered around rich analytics and data-driven decision-making, which ultimately drove the vastly improved infrastructure and fully-integrated member experience. Launched in October of 2010, on time and under budget, the member experience is entirely revamped, including personalized promotions and offers to maximize revenue and decrease costly behaviors. Year-over-year results to date have demonstrated significantly increased engagement and revenue from the enhanced marketing efforts.