Marketoonist Tom Fishburne illustrating the challenge in executing a data trade off in exchange for loyalty.

The loyalty data value equation

All types of brands, from tiny consumer products to restaurants to large retailers, are creating a new era of loyalty programs, driven, in part, by a need to collect first-party data.

However, the legendary Marketoonist Tom Fishburne says marketing teams sometimes forget the importance of that “trade-off”. There’s a value exchange — consumers give up personal information and brands give something in return. Consumers need to feel that the trade-off is worth it.

2 months ago
NPS

The decisive new NPS metric: earned growth rate

Confronted with the gaming of his original NPS, the concept’s founder Robert Reichheld is now advocating that it be paired with a new metric: earned growth rate. However, will this new tool work? Can most firms readily calculate their EGR?

4 months ago
Green Hat's 2021 B2B marketing research report

Slow progress is not good enough

Now into its second decade, the survey by leading Australian B2B marketing agency Green Hat shows that marketers are achieving only slow progress in digitising and driving commercial outcomes.

1 year ago
NPS

Survey better not less

Make your customer sentiment surveys better, don’t scale them back; and ask “is there anything we could have done to make your experience more exceptional?” Great insight from Net Promoter System creator Fred Reichheld.

2 years ago
The Marketoonish Tom Fishburne

CMO, CRO or CCO?

The Marketoonist Tom Fishburne says there’s a crisis of confidence in marketing, which has traditionally been “saddled with high expectations,…

3 years ago