Your next loyalty 'punch card' will be driven by AI

Loyalty can be a tough metric to master. It can also make or break your business. Once you can accurately calculate customer acquisition costs and lifetime value in a reliable way, you're an investment away from achieving scale. In a modern marketing ecosystem with 1-1 engagement becoming the rule rather than exception, the old "buy ten get one free" punch cards of yore won't cut it. Grubhub CMO Barbara Martin Coppola explained earlier this week at VentureBeat's Mobile Summit that anticipating your customers' next steps by developing a real-time feedback loop was critical to sustaining growth in mobile.