Best Practice Report

Loyalty Programs Give You A Zero-Party Data Advantage

Collect ZPD Through Your Loyalty Program To Improve Customer Understanding And Stay Relevant

September 14th, 2022
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
Mary Pilecki, VP, Principal Analyst
Mary Pilecki VP, Principal Analyst
Cole Walsh, Researcher
Cole Walsh Researcher
With contributors:
Emily Collins , Alex Schanne , Benjamin Nagle , Christine Turley

Summary

B2C marketers struggle to deliver relevant experiences and deepen relationships with loyal customers because they often don’t have the right data. As data deprecation continues to curtail access to traditional data sources, the value of zero-party data will rise because it’s transparent, consented to, and focused on preferences and intent, not just past purchases. This report outlines the benefits of making your data and loyalty strategies symbiotic and provides best practices for kickstarting zero-party data collection from loyal customers.

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