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As the renowned management consultant Peter Drucker once said, “The purpose of a business is to create and keep a customer.” To that end, as marketers we often ask ourselves: every customer has potential, right? Wrong. Unfortunately, not all customers are equally profitable. However, many customers have the potential to go from average to WOW with the right engagement strategy. For brands looking to tap in to this growth potential there’s good news in sight. Consumer confidence rebounded heading into the holiday season. And in the latest CMO Survey, marketing leaders plan to increase their 2016 marketing budgets, spending more on social and mobile marketing. To add to that, CMO’s are starting to invest more in the power of marketing analytics, which is expected to increase 68% in 3 years. Yet, many marketers still aren’t maximizing the potential of their loyalty program marketing spend. How can you leverage marketing analytics to drive program growth?