Perspectives

Are we in a Marketing Reformation?
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. Learn More
Privilege in Loyalty Programs
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. Learn More
Coalition Loyalty Programs
Coalition Loyalty Programs 14 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? Learn More
The Future of Loyalty Programs
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. Learn More
What Exactly is a Customer Loyalty Strategy?
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 Learn More
A Recipe for Customer Success  Instalment 1
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. Learn More
A Recipe for Customer Success Instalment 2
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. Learn More
A Recipe for Customer Success Instalment 3
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? Learn More
A Recipe for Customer Success Instalment 4
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... Learn More
Something strange in the neighbourhood
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? Learn More
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