Summary
Brands with loyalty technology platforms often have capabilities that are redundant to those offered by their existing marketing technology (martech) ecosystem. This results in inconsistent customer experiences and spending inefficiencies. With some loyalty technology vendors modularizing their platforms, marketers now have an opportunity to reduce or eliminate the overlap. This report helps loyalty marketers and their marketing technology partners understand the benefits of improving loyalty and martech alignment and provides steps for how to rationalize those technology investments.
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