Marketers must take on the role of loyalty scientists by using customer data responsibly to understand behavior, influence engagement, measure results, and iterate strategies. As loyalty scientists, analyzing redemption activity can identify early signs of loyalty and relevancy should be considered one of the most underutilized rewards for increasing lifetime customer value. Marketers also need to work together with customers and ensure high transparency and customer control of personal data in building brand loyalty.

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.