Optimise return on customer loyalty

To optimise loyalty, you need to be predictive – and truly predictive metrics are impossible to identify if you’re relying on using historical data.

Optimise return on customer loyalty

Robert Passikoff and Amy Shea

Brand Keys

Effective customer loyalty predictors need to consider how the brand measures up to the consumer's category ideal

The question of whether or not brands really need predictive loyalty metrics is only ever asked out of sheer frustration that such a thing exists. After all, what marketer wouldn't want to know what is coming at their category and their brand 12 to 18 months in advance?

Scepticism is especially understandable when one thinks of major brands, such as General Motors, which certainly had neither shortage of research on how...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands