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.