One of the inherent benefits of loyalty programs is the data and insights marketers can glean about their best customers. Yet, as I talk with clients I often find marketers have the perception that their data strategy and loyalty programs do not belong together, and they are treated as separate marketing entities with unique teams, goals and plans. But data is an integral part of loyalty programs. Data fuels customer identity so loyalty marketers can better understand the behavior of their members, predict future behaviors and as a result drive more loyalty to their brand.
As brands continue to focus on data strategies aligned to the integration of offline and online, modeling and analytics to achieve personalization and more, it’s become apparent that data is taking on a bigger role. Companies are hiring teams of data scientists to generate deep customer insights and are relying on data efforts to generate a return on marketing spend.
Marketers talk a lot about micro-moments these days. Micro-moments are the individual inflection points within a consumer’s everyday life. When marketers bring data, technology and creative together to message to customers in ‘those moments’ it drives long-term success for brands. With consumers experiencing 150+ micro-moments daily, marketers at the recent NEMOA directXchange conference discussed how data is integral to capitalizing on these opportunities to make meaningful customer connections.