American Express Company is a major financial services company, noted for its American Express® card. Some of the performance measures used by the company in its balanced scorecard follow:

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

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