An interesting test that arises when building a loyalty program (as part of a larger loyalty process) is the effective benchmarking of your program against those of your competitors and others in the market. While there are implicit financial challenges put in place by the organization’s CFO, brands may be challenged by the CMO and CIO to achieve greater impact, efficacy, and efficiencies.

The challenge to effectively measure the efficacy and efficiency of a brand’s loyalty offering versus....

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