REGISTER   |   LOGIN   |   HELP
Home  |  Blogs  |  Message Boards  |  Webinars  |  Resources |  By Channel
The Results Are In: Presenting Data to Decision Makers
Dec 1 - Dec 5
Join 5 interactive classes, earn credits, & chat with peers
 
... and more
Beth Schultz

Color Me Stupid About Customer Loyalty

NO RATINGS
1 saves
View Comments: Newest First | Oldest First | Threaded View
<<   <   Page 4 / 4
Apollo
User Rank
Prospector
confusion -loyalty cards vs loyalty value
Apollo   9/24/2013 9:14:24 PM
NO RATINGS
I specialize in Business Analytics with an enphasis on decision support systems to create or tighten corporate strategy.

My comment may have been addressed though I want to make the topic clear from an analytics point of view.

I often encounter conversations relating transactional data to "loyalty" cards. Tracking transactions via a card with a unique ID is technically not a means to track loyalty. This method tracks product purchase patterns to create up/cross sells programs via market basket analyses. As well as potentially helps calculate the customer life cycle and purchase pattern cycles. Bottom line I beleive the name of the card has been misleading, it's not a loyalty card, it's more of a tracking device to better serve the customers purchase pattern.

My point is a Loyalty measurement and category assignment has been known to created more operational improvements and product selection to give the customer the option to become loyal.

Most of the information to measure loyalty is obtained from the shopper and customers. Either face-to-face or phone interviews, email surveys, custome panels,, etc. The voice of the customer VOC is the optimal metric.

The VOC to capture ranges from satisfaction, refferal, and most important the level of expectation vs. performance of the major facets for your business. Let's say we include store associate professionalism/attire, cleanliness of store, hours of operation, parking lot lighting, changing product tags during the mid-day of the last day of the promotion, associate product knowledge, out of stock, display presentation, manager response time, etc.

It appears this method may not apply to some retail but mainly should apply to most. And it also depends on executive support, resources, and budget.

After the VOC is gathered then metrics are calculated to identify the customers in the 3 buckets; advocacy (finds a particular specialty and shouts to the world), cognitive (particluar with product details and pricing, out of stock, really does the research), and overall retention (customer for convenience, and may or may not have a choice where to shop, or just feels comfortable and will not shop despite coupons from competitors).

The analysis will identify most important facet of the business that would address lower cost or an increase revenue. Affected areas can be operations/marketing/advertising/merchandising.

My opinion about retail preference pertains to the loyalty measurement, and really want to voice my opinion that the "loyalty card" does not always promote loyalty and may lead to picking lower margin products.

 

Here is a process that a shopper/customer probably follows:

Interest in a product

Perception

Intention

Expectation

Experience

Performance

Assessment

Satisfaction

Zero-Tolerance

and 3 degrees of Loyalty is created to identify categories for

Cognitive,

Advocacy, and

Retention cusomters.

I did enjoy the time,

Ken

http://www.linkedin.com/in/kennethrkrawczyk

Michael Steinhart
User Rank
Blogger
Re: Birthday
Michael Steinhart   9/24/2013 5:29:30 PM
NO RATINGS
I agree with you, BethK. Sending you a birthday card is one way to increase affinity. But they probably are using more sophisticated data-mining tools to get at your birth year, too, and there's not much you can do about it. Are there other companies that specifically don't?

David Loshin
User Rank
Blogger
Customer Loyalty
David Loshin   9/24/2013 5:15:52 PM
NO RATINGS
Of course, with your name and the state where you live, they can match you against databses like the ones used by data list companies (you know who they are) and easily match the month and date to get the year. But of course the clerk does not really care - she is only incentivized to ask for the data.

Nonetheless, what is the price at which you are willing to sell your private data? Recently my 15-yr old was enticed to fill out a form at a donut shop offering a free donut in return for joining the email fan club. I told her that her private email address was worth more than just a donut.

BethSchultz
User Rank
Blogger
Re: null values are still information
BethSchultz   9/24/2013 4:21:45 PM
NO RATINGS
Thanks Pierre, but I don't want to be taking credit for the journey bit. I like that description too, and we have to give credit where it's due... which is with Wilson Raj.

BethSchultz
User Rank
Blogger
Re: Birthday
BethSchultz   9/24/2013 1:50:20 PM
NO RATINGS
I'll be waiting!

Pierre DeBois
User Rank
Blogger
Re: null values are still information
Pierre DeBois   9/24/2013 1:46:07 PM
NO RATINGS
I like Beth's wording about the customer journey, and how their perception of a data request is related to their journey.  People certainly don't mind someone knowing their age if the information makes sense (the right Robotussin - adult vs kids, for example) and if the agent asking for the information can be trusted.  That last part plays a role in customer service success. Beth highlights yet another factor in how data becomes a big data factor. 

BethK
User Rank
Prospector
Birthday
BethK   9/24/2013 1:34:07 PM
NO RATINGS
While the retailier would love as much personal information as you are willing to provide, my guess is your birth month and day will be used to email a discount coupon to you on your birthday next year. Happy Day!

GlennStrycker
User Rank
Prospector
null values are still information
GlennStrycker   9/24/2013 1:25:41 PM
NO RATINGS
Even if the company truly respects your wishes to not give your birth year (and they don't use the additional information you gave to look it up), even having a null value can be used predictively.  By not giving your age, you are in a highly biased sample segment, and this alone can be used predictively.

<<   <   Page 4 / 4
More Blogs from Beth Schultz
It's been a fun three years, but now it's time to say goodbye.
Take inspiration from Christopher Columbus as you pursue your analytical journeys.
The "big" in big data is no reflection of the size of the organization embracing its potential.
Whether you're an undergrad, a graduate student, or an analytics professional already, the same best-practices advice lives large.
Satellite data can help solve puzzles, from the lofty to the mundane.
Digital Audio
Latest Archived Broadcast
The analytics infrastructure you choose has a major impact on analytics performance. Join us as we talk to Jim O'Reilly about choosing the best infrastructure for your needs.
Quick Poll
Readerboards
Have a question or topic but don't want to write a blog? Post it on our readerboards and get feedback from the community!
MORE READERBOARDS
AllAnalytics on Twitter
AllAnalytics Twitter Feed
AllAnalytics House Ad
Upcoming Events
for the Business and IT Communities
Executive forums with additional hands-on learning opportunities offered around the world
Each ideal for practitioners, Business leaders & senior executives
Winner announced December 9
#DSD14
Understanding the Big Data Landscape
The Bloor Group live webinar
December 10th at 4 PM ET
December 11, 2 PM ET
@Dataversity @DanSoceanu
December 8-12 | Ft. Lauderdale, FL
#dgconference
Hadoop Architecture for Analytics and Data Management
The Bloor Group and SAS live webinar
December 16th, 4 PM ET
December 17, 2 PM ET
@SASDataMGMT @SASsoftware #datamanagement
NRF Retail's Big Show 2015
The flagship industry event of the National Retail Federation, Retail's Big Show is an annual event held over four days in New York City. As the world's leading retail event, the Big Show brings together 30,000 retail professionals and vendors from more than 86 countries, and features more than 100 education sessions, 270 speakers and 550 exhibitors. The conference connects retail solution providers with retail executives searching for the most effective solutions, tools and technologies.
January 11 - 14, 2015
Atlanta, Georgia
AllAnalytics Video Blogs
Canada Post on Data Delivery
James Smith, lead of enterprise data governance for ...

02:53

2 comments
Big Data Checks In
Roger Ares, vice president of analytics at Hyatt ...

03:45

5 comments
Good Data, Smarter Travel
iJET International's Rich Murnane, Director of ...

2:50

4 comments
Healthcare Data Needs a ...
Tackling healthcare data management challenges ...

2:39

0 comments
In the Talent Sweet Spot
Gen Y shapes the new analytics workforce.

3:25

0 comments
A2 on the Road
What we found at last month's SAS Global Forum 2014.

2:28

0 comments
T-Mobile Hears Data's Call
Internal customer data provides an analytics ...

2:50

0 comments
A Is for Analytics in Academia
Professors and students agree that access to ...

4:11

0 comments
Advocating for Analytics ...
Analytics and business experts explore what it ...

5:51

0 comments
Analytic Myths: True or False?
Analytics experts give us their perspective on four ...

4:29

0 comments
We'll Be Your Eyes & Ears
We'll be on the scene at SAS Global Forum events in ...

2:15

0 comments
7 Tips for Deploying ...
We chat with Analise Polsky, a data visualization ...

33:15

0 comments
Top Big Data Platforms
All Analytics editors Beth Schultz and Michael ...

31:53

3 comments
Attention on Retail Shoppers
The retail store of the future will track customers ...

02:14

16 comments
Demand-Driven Forecasting
Charles Chase, chief industry consultant for the ...

02:22

1 comment
Live Video
On-demand Video with Chat
As retailers evolve toward an omnichannel environment, much of their success will depend on how effectively they use big-data and analytics.
AllAnalytics Videos
Intro to Visual Analytics
Find a way to visualize your data and watch it come ...

1:58

0 comments
Visual Analytics, Instant ...
Analytics results delivered in visual form are ...

2:06

5 comments
Big Data, Fast Infrastructure
Big data calls for a high-performance analytics ...

3:35

6 comments
Red Hot Analytics
Jayson Tipp, Redbox VP of Analytics and CRM, ...

3:51

9 comments
Hotelier Checks Out Analytics
InterContinental Hotels Group has woven analytics ...

06:55

11 comments
Like Us on Facebook
Point/CounterpointBlog
LEADERS FROM THE BUSINESS AND IT COMMUNITIES DUEL OVER CRITICAL TECHNOLOGY ISSUES

The Current Discussion

Visual Analytics: Who Carries the Onus?
The Issue: Data visualization is an up-and-coming technology for businesses that want to deliver analytical results in a visual way, enabling analysts the ability to spot patterns more easily and business users to absorb the insight at a glance and better understand what questions to ask of the data. But does it make more sense to train everybody to handle the visualization mandate or bring on visualization expertise? Our experts are divided on the question.
The Speakers: Hyoun Park, Principal Analyst, Nucleus Research; Jonathan Schwabish, US Economist & Data Visualizer
MORE POINT/COUNTERPOINT BLOGS
About Us  |  Contact Us  |  Help  |  Register  |  Twitter  |  Facebook  |  RSS


Beth Schultz
Canada Post on Data Delivery

5|12|14   |   02:53   |   (2) comments


James Smith, lead of enterprise data governance for the Canadian postal service, explains how and why the organization has embraced an enterprise data governance program.
Michael Steinhart
Big Data Checks In

4|30|14   |   03:45   |   (5) comments


The hospitality industry gathers massive amounts of customer data, and mining that data effectively can yield tremendous results in terms of improved CRM, better-targeted marketing spend, and more efficient back-end processes. Roger Ares, vice president of analytics at Hyatt Corp., discusses the ways he and his staff use big data.
Beth Schultz
Good Data, Smarter Travel

4|24|14   |   2:50   |   (4) comments


Charged with keeping track of travel assets, including employees, iJET International relies on data management best-practices and advanced analytics to keep its clients in the know on current and potential world events affecting travel, Rich Murnane, Director of Enterprise Data Operations & Data Architect, told All Analytics in an interview from the 2014 SAS Global Forum Executive Conference.
Beth Schultz
Healthcare Data Needs a Booster

4|23|14   |   2:39   |   (0) comments


W. Ed Hammond, Director of the Duke Center for Health Informatics, spoke from the recent 2014 SAS Global Forum Executive Conference about the data management challenges involved in healthcare today.
Beth Schultz
In the Talent Sweet Spot

4|23|14   |   3:25   |   (0) comments


Jason Dorsey, chief strategy officer for the Center for Generational Kinetics and keynote speaker at last month's SAS Global Forum 2014, describes how Gen Y professionals are enhancing the makeup of multigenerational analytics organizations.
Beth Schultz
A2 on the Road

4|22|14   |   2:28   |   (0) comments


From analytics talent development to the power of visual analytics, All Analytics found a variety of common themes circulating throughout the exhibition floor and session discussions at the 2014 SAS Global Forum and SAS Global Forum Executive Conference events held last month in Washington, DC.
Beth Schultz
T-Mobile Hears Data's Call

4|22|14   |   2:50   |   (0) comments


Talking with All Analytics live from the 2014 SAS Global Forum Executive Conference, Eric Helmer, senior manager of campaign design and execution for T-Mobile, discussed the importance of customer data -- starting internally -- in devising the mobile operator's marketing plans.
Beth Schultz
A Is for Analytics in Academia

4|21|14   |   4:11   |   (0) comments


Interviewed live at SAS Global Forum 2014, professors and students agree that access to enterprise analytics software in academic programs better prepares graduates for their careers.
Beth Schultz
Advocating for Analytics Culture

4|21|14   |   5:51   |   (0) comments


Speaking at the recent SAS Global Forum Executive Conference, analytics executives, business experts, and SAS insiders explore what it means to build an analytics culture.
Beth Schultz
Analytic Myths: True or False?

4|21|14   |   4:29   |   (0) comments


At the recent 2014 SAS Global Forum Executive Conference, five analytics experts give us their perspective on whether four common myths about IT and analytics are true or false.
Beth Schultz
We'll Be Your Eyes & Ears

3|20|14   |   2:15   |   (0) comments


We'll be on the scene at SAS Global Forum events in Washington, D.C., March 23 to March 25, glad to share what we learn with our community members.
Beth Schultz
7 Tips for Deploying Visualization

3|7|14   |   33:15   |   (0) comments


We chat with Analise Polsky, a data visualization thought leader on the SAS Best Practices team, about what you need to know before you deploy data visualization.
Michael Steinhart
Choosing a Big-Data Analytics Platform

2|19|14   |   31:53   |   (3) comments


The big-data analytics market can be a confusing place. Among the vendors vying for your dollars are traditional database management providers, Hadoop startup services, and IT giants. In this video, All Analytics editors Beth Schultz and Michael Steinhart sit down in a Google+ Hangout on Air with Doug Henschen, executive editor of InformationWeek. Henschen discusses use cases for big-data analytics, purchase considerations, and his recent roundup of the top 16 big-data analytics platforms.

Related posts:

— Michael Steinhart, Circle me on Google+ Follow me on TwitterVisit my LinkedIn pageFriend me on Facebook, Executive Editor, AllAnalytics.com

Michael Steinhart
Keeping a Close Eye on Shoppers

2|13|14   |   02:14   |   (16) comments


At the National Retail Federation BIG Show last month, All Analytics executive editor Michael Steinhart noted a host of solutions for tracking and analyzing customer activity in retail stores. From Bluetooth beacons to RFID tags to NFC connections to video analytics, retailers must find the right combination of tools to help optimize the shopper experience, streamline operations, and boost revenues.

Related posts:

— Michael Steinhart, Circle me on Google+ Follow me on TwitterVisit my LinkedIn pageFriend me on Facebook, Executive Editor, AllAnalytics.com

Michael Steinhart
Real-Time Demand Drives Forecasting

2|11|14   |   02:22   |   (1) comment


The days when historical shipment trends and gut feelings were enough to forecast retail demand accurately are long over. SAS chief industry consultant Charles Chase outlines the benefits of pulling real-time sales information from point-of-sale and product scanner systems, then flowing that data into dynamic forecasting tools from SAS.

— Michael Steinhart, Circle me on Google+ Follow me on TwitterVisit my LinkedIn pageFriend me on Facebook, Executive Editor, AllAnalytics.com

Videos
Intro to Visual Analytics

6|5|13   |   1:58   |   (0) comments


With today's advanced visual analytics tools, you can stream data into memory for real-time processing, provide users the ability to explore and manipulate the data, and bring your data to life for the business.
Videos
Visual Analytics, Instant Insight

5|16|13   |   2:06   |   (5) comments


Dynamic data visualizations let analysts and business users interact with the data, changing variables or drilling down into data points, and see results in a flash. Advance your use of data visualization with tools that support features like auto-charting, explanatory pop-ups, and mobile sharing.
Videos
Big Data, Fast Infrastructure

2|14|12   |   3:35   |   (6) comments


No doubt your enterprise is amassing loads of data for fact-based decision-making. Hand in hand with all that data comes big computational requirements. Can traditional IT infrastructure handle the increasing number and complexity of your analytical work? Probably not, which is why you need a backend rethink. Big data calls for a high-performance analytics infrastructure, as Fern Halper, a partner at the IT consulting and research firm, Hurwitz & Associates, discusses here.
Videos
Red Hot Analytics

1|10|12   |   3:51   |   (9) comments


Redbox's bright-red DVD kiosks are all but ubiquitous these days, located in more than 28,000 spots across the country. Jayson Tipp, Redbox VP of Analytics and CRM, provides an insider's look at how the company has accomplished its phenomenal nine-year growth.
Videos
Hotelier Checks In With Analytics

12|14|11   |   06:55   |   (11) comments


InterContinental Hotels Group (IHG), a seven-brand global hotelier, has woven analytics into the fabric of its operations. David Schmitt, director of performance strategy and planning, shares IHG's analytics story and his lessons learned.