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Unlock more profit with your loyalty program

Most loyalty programs don’t work as well as they should. Worse still, most brands don’t actually know that is the case.

Despite billions invested globally, loyalty performance is still measured using outdated metrics, like “members spend more than non-members” or “our membership base is growing.” These vanity metrics might sound reassuring, but they’re often misleading. They exaggerate the impact of the program and how much you are simply rewarding behaviour that would have happened anyway.

It’s not that loyalty “doesn’t work”, it’s that most loyalty programs are built and run without the measurement clarity needed to drive meaningful, incremental value.

Introducing Return on Loyalty®

In too many organisations, loyalty is a cost line running on autopilot. Teams have plenty of data, but they struggle to unify it, make sense of it, and link it back to commercial outcomes. This isn’t just inefficient, it’s expensive.

Return on Loyalty® is a smarter, always-on measurement platform that finally answers the most important question in loyalty: “Is my program actually working?”

What makes Return on Loyalty® different?

Unlike traditional measurement approaches that tell you what happened (long after the fact), Return on Loyalty® delivers live, precise insight into:

Incremental program value: not inflated member comparisons
Real-time drivers of engagement: across sales, service and marketing
High-impact actions: prioritised by value, not guesswork
Predictive outcomes: based on customer-level CLV modelling

How it works

At the core is Ellipsis Loyalty Mission Control®. A powerful, always-on performance tool designed to run your loyalty program as a growth engine.

It draws from a sophisticated data foundation, integrating internal systems with external inputs like bank transactions and location data, via the Ellipsis Data Marketplace. All of it flows into Ellipsis Loyalty Mission Control®, where AI-powered components deliver real-time answers to the questions loyalty teams care about: is your program making money, keeping the right customers, and driving market share growth.

The components of Ellipsis Loyalty Mission Control®

Each component plays a unique role in helping loyalty teams grow customer value, all from one unified platform.

Return on Loyalty: accurate attribution of incremental returns from loyalty investments
Loyalty Simulator: executes contemplated program changes on actual data to show the impact of enhancements before they are implemented
Expected Performance: knowing the results expected when programs are running well, from a Knowledge Base of 100s of programs, allows Mission Control to highlight exceptions for management intervention
Loyalty Liability Optimiser: data driven determination of the most accurate, compliant provisions to be made by finance
Engagement Score: rates the effect the program is having on the behaviour and attention of members
CLV Pulse: a projection of the future customer value being created by the program
Know Your Members: a clear and comprehensive library of insights into the behaviour of your customers

The results?

Better loyalty outcomes start with better visibility and smarter measurement. When brands finally adopt best-practice attribution, they typically see a15-20%* boost in program efficiency. This transformation moves loyalty from a cost to a real competitive edge.

Look out for our Return on Loyalty® content series as we unlock each component in detail.