Prediction, anticipation and influence: The importance of AI and machine learning in loyalty programs - MarTech Today

Data is the foundation of every modern marketing plan. What distinguishes some marketing approaches from others is the way that data is collected, how it's leveraged and how effectively it can drive desired outcomes. The ability to nail these competencies, which can be optimized by the right technologies, can mean the difference between success and failure. Loyalty programs can be robust sources of customer information and are particularly suited for collecting data at the top of the sales funnel. It is a mistake to view loyalty and promotion programs as simply a vehicle for driving incremental purchases.