3. “Companies need to realize that the power in the Data Exchange
Economy rests with the customer. To be successful, companies must think
about what they can do for the customer, not to the customer, with each
personalized communication, experience and offer.”
- David Johnston, Group COO, Aimia
THE DATA EXCHANGE ECONOMY
3
5. CUSTOMER DRIVEN LOYALTY NETWORK
POST-
PURCHASE AWARENESS
PURCHASE RESEARCH
PRE-
PURCHASE
5Mobile and Digital Innovation in Loyalty
6. CUSTOMER VIEW OF LOYALTY
6Mobile and Digital Innovation in Loyalty
MOST WILLING TO SHARE LEAST WILLING TO SHARE
82% E-Mail Address 44% Online purchases
82% Name 43% Income Level
81% Na?onality 28% Web History
BUT BRANDS ARE NOT HOLDING UP
THEIR PART OF THE DEAL
Only 8% of consumers feel as though they are
actually receiving better offers as a result of
sharing their details.
92%
8%
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
7. PROGRAM VIEW OF LOYALTY
Do we provide customers
with an exciting engaging
and enriching proposition?
Do we responsibly
use the data we
have to make the
experience relevant?
Can we give
customers a broader
experience and learn
more about them?
RELEVANCE
BY
DESIGN
Capture customer data &
build the base
Use rapid analytics of data
to increase the value of
interactions
Increase the
size of the
customer base
and the
richness of the
data
7Mobile and Digital Innovation in Loyalty
Design
Compelling
Customer
Program
Design
Highly
Relevant
Interactions
Design
Broader
Customer &
Data
Partnerships
8. WHY PROGRAMS NEED TO BE ADAPTIVE
Increased
Competitive
Marketing Noise
Increase in breadth of
channels & touch points
Interactions
Beyond
Transactions
More complexity, competition and
data to manage
Opportunity to use richer, bigger data to
make your marketing more relevant and cut
through the noise
The digital world is noisy…..
8Mobile and Digital Innovation in Loyalty
9. % OF
MILLENIALS
WHO LIKE
THE ABILITY
TO
COMPLETE
TASKS VIA AN
APP
TECHNOLOGY DRIVERS
MOBILE IS A WAY OF LIFE FOR MILLENNIALS
72%
Procure
71%
Billing
67%
Regular
Updates
65%
Flag
Issues
62%
Advance
No?ce
60%
Advice
9Mobile and Digital Innovation in Loyalty
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
10. % OF
MILLENIALS
WHO LIKE
THE ABILITY
TO
COMPLETE
TASKS VIA AN
APP
TECHNOLOGY INHIBITORS
SHARE, DON’T PUSH
66%
Loca?on
Based
55%
LBS
enhance
brand
48%
LBS
personal
56%
Opt-out
of push
LBS
56%
Rarely Act
10Mobile and Digital Innovation in Loyalty
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
12. AIMIA AT A GLANCE
2
3
Proprietary
Loyalty
Loyalty
Analytics
Aimia provides loyalty
services to clients
(services model)
Aimia provides data
analytics for coalition
and external clients
Aimia runs programs for clients including:
Aimia analyzes data for clients including:
Coalition
Loyalty
Aimia runs its own
coalition programs
(fully or partially
owned)
Aimia runs fully and partially owned programs:
1
12Mobile and Digital Innovation in Loyalty
13. REAL-TIME INTEGRATION AND INTERACTIONS
ECOMMERCE
POS OMNI-
CHANNEL
PAYMENT
NETWORK
SOCIAL
13Mobile and Digital Innovation in Loyalty
15. TECHNOLOGY TO CREATE BUSINESS OPPORTUNITIES
Inac?vity
triggers a
campaign
Events lists are
generated
automa?cally
First purchase
triggers
welcome email
15Mobile and Digital Innovation in Loyalty
16. BRINGING IT ALL TOGETHER TO MAP CUSTOMER
JOURNEY TO DESIRED BEHAVIOURS
Understand the role of CRM in achieving
commercial goals, and identify CRM specific
objectives
Based on prior experience, industry best
practice and behavioral science select an
appropriate campaign strategy
In this case the objective is to increase spend. The
high spend, high engagement group has previously
shown the strongest response
An affordable but impactful treatment is designed
for the campaigns to get the maximum response
rate and sales impact
The AIMIA Communications Platform (ACP) is deployed
for a scalable and automated execution. AIMIA’s Offer
Engine is used for personalized messaging
Campaign
Execution
Customer
Insights
Treatment
Objectives
& Strategy
Objec?ve : Short Term
Increase Sales Q1
Strategy : Use Condi6onal
Points Incen6ves
Customer Insights : Iden6fy
high poten6al and high
spend customers
Treatment : Spend $X in
category Y to get 200 Points
Execu?on : Deploy six test
campaigns using mul6ple
channels
1. Select journey interaction to be designed
and executed
2. Apply the framework at a
campaign level
16Mobile and Digital Innovation in Loyalty
19. CHALLENGES AND PITFALLS OF PERSONAL DATA
PROTECTION LEGISLATION
Consent
Only collect, use of disclose
personal data when an individual
has given his/her consent.
Purpose Limitation
You may not require the collection
of data beyond what is reasonable
to provide the product of service
Notification
Individuals should be notified of the
purpose of data collection on or
before the collection of personal
data
Openness
Make information about your data
protection policies, practices and
complaints process available on
request.
Transfer Limitation
Transfer personal data to another
country only according to the
requirements prescribed under the
regulations
Retention
Cease retention of personal data or
remove means it can be
associated with individuals when it
is no longer necessary for business
or legal reasons
Protection
Make security arrangements to
protect the personal data that you
possess or control to prevent
unauthorized access, collection,
use, disclosure, or similar risks.
Focus for Data
Intermediaries and
Cloud SoluJons
19Mobile and Digital Innovation in Loyalty
Access & Correction
Upon request, the personal data of
and individual and how it was used
should be provided. You are also
required to correct any error or
omission upon request
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
20. AIMIA PUTS THE CUSTOMER FIRST …
WITH CORPORATE T.A.C.T. DATA VALUES
CONTROL TRUST
ADDED VALUE
Customers have
information on what is
collected, from where
and for what purpose
Customers
understand there is
a value exchange
through recognition,
rewards & offers
Comes from confidence
that data held securely
and used in mutually
agreed way
TRANSPARENCY
Customers have
control over what
they provide, how it
is used and how it is
shared
20Mobile and Digital Innovation in Loyalty
21. CREATING A VALUABLE LOYALTY PROGRAM REQUIRES
A DIGITAL TECHNOLOGY PLATFORM
78%
of marke?ng
execu?ves believe that
corporate marke?ng will
undergo a fundamental
transforma?on over the
next five years because
of analy?cs, digital and
mobile technologies
Only 62%
of respondents
believe their
company currently
provides a good
customer
experience
Value Drivers for a Loyalty Platform
Average Score (1=not important; 2=nice to have; 3=important; 4=critical)
3.2
3.5
3.2
3.2
3.4
3.1
Interact with the customers in my loyalty program
across all channels (e.g. call center, web, mobile, social, POS),
including earn and redemption
Engage my customers beyond the point of sale and across
the complete purchase cycle (e.g. peer reviews)
Generate real-time reports on the performance
of my loyalty programs
Have a third-party provider host and manage the platform so
I don’t need to worry about setup, infrastructure and maintenance
Access a platform that is easy to use by anyone in my
organization (not requiring IT knowledge/extensive training)
Have basic campaign and/or analytics functionality
directly from the platform
21Mobile and Digital Innovation in Loyalty
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
22. Data has to be protected
everywhere.
Network security, firewalls and
encryption are necessary but not
sufficient.
Every layer needs to be controlled,
starting from the mobile (and even
wearables) device.
MILLENNIALS SHARE MORE
BUT SECURITY MATTERS
“Start with the assumption
that mobile and data mobility
is the point of origin.”
“68% of consumers rank their
data as valuable and 31% rank
it as highly valuable. More
than 55% will share their
personal information to get
better offers and rewards”
22
Mobile and Digital Innovation in Loyalty
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
