The Strategic Evolution Beyond Basic ROI
25 June 2025
Loyalty programs were designed to drive growth, but most still operate as cost centers, measured by flawed metrics and running on assumptions. Ellipsis’ Return on Loyalty® replaces this guesswork with always-on performance intelligence,
A Framework for Customer Loyalty Strategy
11 November 2024
We share our on-going search for a way to codify the challenge we all face in ‘A Unified Framework for Customer Loyalty’, a simple guide to help you maximize customer lifetime value.
The Loyalty Tales Complete Edition
07 August 2024
Welcome to our tale of loyalty inspired by the timeless Canterbury Tales! As we celebrate Ellipsis’ first decade and fly into the next, we’ve breathed new life into the library of Ellipsis loyalty stories.
Loyalty Tales Chapter 1 & 2
06 August 2024
Our Loyalty Tales story starts with CEO, Harry Bailly proposing a series of storytelling sessions focused on tales of customer marketing. Constance, the Loyalty Manager shares her tales of loyalty.
Loyalty Tales Chapter 3
05 August 2024
In Chapter 3, Harry the CEO calls a mid-afternoon session of the Executive team to present his stories. These are, Story 1: The Best Marketing Structure and Story 2: Loyalty Program Exist Costs.
Loyalty Tales Chapter 4
04 August 2024
Stellar, the Marketing Manager gathers the Executive team to share her 3 loyalty tales. She starts with discussing customer self-selection, followed by Story 2: Surprise & Delight and ends with CLTV.
Loyalty Tales Chapter 5
02 August 2024
Algo, the Decision Scientist shares his tales of loyalty, with the objective to help the business learn to love data and introduce a data-led culture. Algo has 3 stories to share...
Loyalty Tales Chapter 6
01 August 2024
Penny the CFO’s Loyalty Tales. The first story encourages the business to measure and track the value of customers the same way they account for other long-term assets.
A Short History of Loyalty & CX
17 July 2024
We are thrilled to announce that Ellipsis is celebrating its 10th anniversary! We’re proud to reach such an important milestone. As we reflect on our journey, we've updated our very first white paper.
Are we in a Marketing Reformation?
22 May 2024
Byron Sharp and The Ehrenberg-Bass Institute believe products with the best mental and physical availability grow to be the largest in their category. Find out our tips to achieve mental availability.
Privilege in Loyalty Programs
27 February 2024
We share why past spending is not always the best predictor of future value. If spending history is not a reliable guide to future purchasing value, consider adopting a more robust predictive model.
Coalition Loyalty Programs
17 September 2023
We briefly examine the history, transformations, and emerging future of multi-partner loyalty programs and present the critical questions to ask as you ponder the loyalty program dilemma: order in, meal kit or dinner from scratch?
The Future of Loyalty Programs
15 June 2023
The proposed changes to Australian privacy laws will restrict how customer data can be harvested for digital marketing. We predict the loyalty market will divide into three distinct types of companies. Decide which you are.
What Exactly is a Customer Loyalty Strategy?
16 February 2023
You want your customers to buy from you every time they need what you sell, correct? Profitably. This may paper may help, as we break down customer purchase steps with our observations on how to be the preferred choice for customers
A Recipe for Customer Success Instalment 1
19 October 2022
Welcome to our new content series! There are 4 instalments, in this first instalment learn about different types of competitive advantage and how they can affect customer loyalty. Look out for the next instalment.
A Recipe for Customer Success Instalment 2
18 October 2022
We hope you enjoyed the first instalment, in this next instalment Elsi and the team immerse themselves in the Sue Chef business and apply a customer lens to Sue-Chef ’s first-party customer data to gain insight into the customer experience.
A Recipe for Customer Success Instalment 3
17 October 2022
In instalment 3 Elsi and the team present their findings from the customer analysis to the Sue-Chef team. The team have constructed a picture of the customer base. Which group of customers will Elsi highlight as most valuable?
A Recipe for Customer Success Instalment 4
16 October 2022
In our final instalment we catch up with the team 12 months later. What have they learned, what happened? What worked, what changes did they make? Is Sue-Chef thriving from a more personalised customer offering? Let’s find out...
Something strange in the neighbourhood
14 March 2022
The ‘rise’ of First Party Data markets is good news for the large retailers, large banks, global payment schemes... but how do you compete if you are not in this category of corporations?
The Critical Skill For A Data-Led Culture
24 February 2021
We discuss how organisations typically create a data-led culture in 5 steps, and the importance of storytelling. Find out how to become more data led and how to fully exploit the potential of data
Customer Engagement and Return on Loyalty
04 November 2020
Find out how to measure Customer Engagement, and the model preferred by the Ellipsis team. We discuss what is effective Customer Engagement and how you can build strong levels of engagement and loyalty.
Loyalty Programs and Exit Costs
29 July 2020
We discuss customer ‘lock-in’ tactics such as Early Termination Fees (ETFs) and the current “lawyer’s argument” that Loyalty Rewards can also be seen to ‘lock-in’ customers.
What is the Best Marketing Structure
03 June 2020
The best marketing structure depends on your customer. We explore how to structure a customer centric marketing team, as your business starts to return and rebuild after Covid.
Customer Science in the Age of Privacy
20 April 2020
We share how to identify ‘at risk’ customers and the importance of having access to accurate data, a challenge with the recent changes to the consumer privacy regulation across the globe.
The Attention Economy
23 March 2020
We discuss the fierce competition underway now in the banking and finance industry, to become the app of first choice for customers. Also sharing innovative financial start-ups that are grabbing attention.
Customer Life Events
20 November 2019
Ellipsis turned 5 this year, and this birthday inspired our latest white paper were we discuss the importance of understanding customer life events and the impact they have on engagement and switching.
Measuring your Return on CX
17 April 2019
Can you measure the relationship between your CX initiatives and customer value? Find out how to measure the return from your investments in Customer Experience management
Disruptors In Loyalty
03 December 2018
We share the Ellipsis big 4 loyalty predictions for the end of 2018. We discuss our thoughts on what the main loyalty disruptions will be including technology (of course)
Getting Started With Segmentation
20 August 2018
We present our simple guide and tips to getting started with segmentation and automation, including how to create personas and why getting the fundamentals correct is still important.
Rewards Lead To Engagement
23 May 2018
Find out why reward redemption matters, and a range of typical reward options offered to members. We’ve also included the advantages and drawbacks for each option and how to find the best solution for your business