Marketing Resources/Expert Groups/Loyalty/Opinion Paper/Opinion Paper Big Data and Loyalty ADMA Loyalty Expert Group 18SEPT13

This opinion paper is part of a series of thought leadership materials produced exclusively by the experts of the ADMA Loyalty and Engagement Expert Group. The ‘Big Data & Loyalty’ paper is written by the group’s chair Andrea Christie in close cooperation with the group members.

Chair, ADMA Loyalty and Engagement Expert Group Sales Director, APAC - Campaign Management & Analytics, SDL

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Cost Time Quality

"Not everything that counts can be counted, and not everything that can be counted counts." Albert Einstein

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Demographic/geo-

Behavioural response – what

demographic data

the customer did

Granular transactional history (purchase, service,

Direct mail response Email/Campaign response Individual web site activity

spares etc.)

Campaign history

Call centre response

Loyalty Data

Social Media

ANALYTICS Page |6

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ADMA Loyalty & Engagement Expert Group This group encompasses all activities associated with retaining customers and growing their value. The Loyalty and Engagement Expert Group agenda examines all best practices to achieve optimal customer retention, satisfaction, value and customer loyalty. The scope of considerations includes strategy, innovation, measurement and accountability. https://www.adma.com.au/members-hub/expert-groups/