Navigating a Modern Marketing and Loyalty Program With AI and Machine Learning

on January 6, 2020 at 11:20 am | Reading time: 1 minute
First designed to compensate customers for being ‘loyal’ to brands with points, miles, or cashback, loyalty programs have become integral to large retail, CPG, FMCG, and travel brands. While this continues to hold true, loyalty and engagement have taken on a new meaning, driven by the data revolution and how ‘we’ in the loyalty and marketing industry define our customers – more often than not – through common marketing metrics such as CLV, RFM, and ROI.
As data has played a significant role in how reward programs are defined, the groundwork has been laid for emerging data-driven technologies, such as AI and Machine Learning, to be at the forefront of how loyalty programs are perceiving, classifying, and directly engaging with their members.
This white paper from Comarch explores how loyalty program data, combined with AI and machine learning, can influence dynamic segmentation, predictive content and offer personalization
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Opinions expressed in this article are those of the sponsor. MarTech neither confirms nor disputes any of the conclusions presented above.

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Comarch is a global designer, provider, and integrator of technologically advanced yet easy-to-use loyalty management & digital marketing tools that companies can use to increase customer lifetime value, drive brand awareness and boost profits. It also delivers professional loyalty consulting services to help businesses build and run highly immersive B2B, B2C, and B2E loyalty programs and marketing campaigns that align with their clients’ needs and expectations. Having 25+ years of experience in carrying out the most complex loyalty projects, it supports some of the world’s most popular brands, including Auchan, BP, Ford, Heathrow Airport, JetBlue Airlines, and Galeries Lafayette.

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