This is becoming a theme amongst online marketers: the data is there - in some cases in a brand's office - and yet it isn't being used to the fullest potential. Several studies have been released recently stating businesses aren't utilizing online data properly. Now new data from Loyalty360 and Acxiom agrees, but goes one step further, tying the proper use of data to customer loyalty.

"Brands and their loyalty initiatives are under assault," said Tim Suther, Acxiom's chief marketing officer. "Just 25% of people report being loyal to a brand. Knowing who these loyal customers are and how to best engage them is a business imperative to succeed in the age of the empowered consumer."