Loyalty programs are often a primary source of personalization data—among the 106 brands analyzed in L2’s recent Data & Targeting report, brands with loyalty programs collect 52 % more data than brands without loyalty. But from 2015 to 2016, 16 brands tracked by L2 shuttered their loyalty programs while 28 announced new ones. In this video, Evan Neufeld describes what makes a loyalty program a “gold standard” and how brand can achieve that.

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