American Express Company is a major financial services company, noted for its American Express card. Below are some of the performance measures used by the

Average cardmember spending Number of merchant signings
Cards in force Number of card choices
Earnings growth Number of new card launches
Hours of credit consultant training Return on equity
Investment in information technology Revenue growth
Number of Internet features

For each measure, identify whether the measure best fits the innovation, customer, internal process, or financial dimension of the balanced scorecard.