As the term big data loses cachet, it is being replaced by four old-is-new-again truths – marketers will win customers’ loyalty by: using data to formulate real relationships; connecting social media behavior with individual consumers; putting in place clear, customer-friendly data-management practices; and facilitating mobile-based payments. Achieve all this, argues Aimia’s Vice President Knowledge Development Rick Ferguson, and a brand’s loyalty practices will....

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