As a result of new and emerging technologies, today we have access to unprecedented levels of data. It’s helping us to understand and predict human behaviour in ways we’ve never experienced before. As such, the potential to personalise, customise and enhance the customer journey is huge. And yet . . . that data gold mine has no value without effective and intelligent analytics, warns Rachit Khare.
Go beyond analytics and consumer insights, says Becky Wang. Modern marketing is about creativity and data, about designing services, products and communications that combine to take marketing to an inspirational level.
The concept of rewarding customers for their business has been around for decades. From ‘savings books’ that allowed consumers to save stamps that could be exchanged for products, to modern day schemes like reward cards, brands have long been using incentives to encourage customer loyalty. So how can marketers best take advantage now of the ever-developing rewards market?