Kobie delivers market-leading loyalty solutions designed to enable loyalty experiences for some of the world’s biggest brands. The team at Kobie executes a strategy-led, technology-enabled approach to uncover the truth behind what drives customer loyalty on an emotional level.
As part of the Loyalty Expo Speaker Preview Series, Loyalty360 interviews presenters who will lead compelling sessions at this year’s Loyalty Expo in Orlando, Florida, from June 4–6. Loyalty360 spoke with Julie Gerola, VP of Consulting at Kobie, about the upcoming session she’ll present in June. Her session will discuss zero-party data collection, gamification, and paying attention to loyalty KPIs.
With recent laws and regulations surrounding the collection and use of customer data, many brands are facing challenges in understanding and engaging customers successfully. Leveraging zero-party data has become critically important. Can you briefly share what you’ll discuss at the 2024 Loyalty Expo and how zero-party data collection and using gamification for customer engagement are vital for program success?
Gerola: We live in a data-driven world, and it’s become increasingly important to understand customers from a number of different facets—especially given changing laws and regulations around what data can be collected.
The purpose of our workshop centers on zero-party data. Specifically, I’ll focus on three areas.
The first is how loyalty programs can capture zero-party data to fuel enterprise growth across the organization. In loyalty, we tend to focus on elements that are more transactional or behavioral in nature. But zero-party data is a whole different game. It lets us understand the “why” behind consumer actions.
Secondly, we’ll uncover the use of game mechanics. Some talk about gamification or game science, but we’ll discuss some of those mechanics and how, within your loyalty program, you might start thinking about ways to engage with customers who align with what you do. We do this to understand preferences and, in turn, use that information.
This connects to the third piece, which is around measurement. We know that in loyalty, everything we do needs to be measurable. To do so, we’ll examine ways to connect zero-party data collection and application into components, like driving customer lifetime value. We’ll also do a bit of a KPI exploration there.
Who would most benefit from attending Kobie’s session at the 2024 Loyalty Expo?
Gerola: The session will be relevant for all attendees at the Loyalty Expo—from loyalty managers all the way through to the C-suite. The workshop will be a safe space to explore how brands might think about existing data, that is, in essence, zero-party data, or how they might go about collecting it. I would encourage anyone from all levels to come out and participate.
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For more information on this year’s Loyalty Expo, including the event agenda and registration options, please visit LoyaltyExpo.com.