Marketers Must Act as Loyalty Scientists -- Aimia

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Marketers must act as data scientist and leverage research that shows that relevancy should be considered a customer reward all by itself.

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Marketers Must Act as Loyalty Scientists -- Aimia

  1. 1. RELEVANCY SHOULD BE CONSIDERED A CUSTOMER REWARD ITSELF Personal Data Is the New Oil of the Internet and the New Currency of the Digital World “Consumers have a high degree of control with a large amount of brand transparency in the utopian future.” • Think like scientists • Conduct ourselves like scientists • Be very clear about the results we get based on our experiments Identify Understand Influence Measure Iterate MARKETERS MUST ACT AS LOYALTY SCIENTISTS MARKETERS MUST WORK TOGETHER WITH THEIR CUSTOMERS Source: Loyalty360 Webinar - Real Relationships, May 2014, Presented by: Rick Ferguson, Vice President Knowledge Development, Aimia. We must use data responsibly and in a sustainable fashion As loyalty scientists, we must look at data and determine how customers engage in redemption activity to identify the early signposts Relevancy is one of the most under -utilized rewards we can deliver Once we see the first redemption, we must follow up to create loyalty and increase lifetime value ©2014, AIMIA. ALL RIGHTS RESERVED.

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