John Pedini
Principal Analyst
Author Insights
Blog
Prévisions 2026: les directeurs marketing se préparent sans battre en retraite
L’IA représentera en 2026 un véritable casse-tête pour les directions marketing selon Forrester : son potentiel d’innovation marketing augmentera, mais les préoccupations en matière de confidentialité, les obstacles à la mise en œuvre et la fragmentation du « stack MarTech » ralentira son adoption.
Blog
Predictions 2026: CMOs Hunker Down But Don’t Retreat
B2C CMOs will be put to the test in a coming year that will be even more volatile than the current one. Adaptability and precision will be critical to success.
Blog
Modern Loyalty Requires A Diversified Approach To Engagement
This blog explores how programmatic loyalty is a spectrum that shifts from traditional loyalty strategies to a modern approach that focuses on offering a diversified loyalty engagement strategy.
Blog
Balanced Benefits Give Loyalty Programs A Competitive Advantage
Maximize loyalty program effectiveness with a balanced mix of transactional benefits that offer monetary value and nontransactional benefits that spark more emotional connections.
Blog
Consumers Crave More Than Discounts From Loyalty Programs
Last week, my dentist invited me to join their loyalty program. It’s official: The loyalty program is the “go-to” customer relationship marketing tactic. Most global consumers belong to at least one loyalty program, including 90% of online adults in the US, in Europe-5 (88%), and in Australia (93%).