Join ITA Groups Max Kenkel, and Marketing Executive Casey Lehman - along with Hosts Sean Halter and Steven Moy for this episode of The Digital Fix podcast - sponsored by ITA group and Moy and Halter

I'll take that.

I understand the questions being asked is a general sense and I'll answer it also in a general sense.

And just like everything else we do in marketing, the ROI has to be there.

But I think it's also important to think about ROI in different ways.

There's the financial profitability of something, but then there's also an equal ROI in the customer CLV growth and how to measure profitability from the customer lens as well.

And loyalty inherently is a customer strategy.

It's a customer platform.

And therefore...

When I look at metrics, I think about both sides of it, the financial transactional piece, but also the customer piece of it.

And there is no difference, I think, in anything that has an AI as part of the backbone as the strategy or the tactic versus anything else.

It should be measurable.

It should be apples and comparison as long as you're consistent with how you're doing it.

That's a good point.

Max, again, slightly different question, but same perspective.

That's your day-to-day is out there talking to different brands and different executives sitting there.

What do you think is that one thing that they maybe don't understand about customer loyalty and the value of creating, obviously, either that silo or ensuring, again, that there's just enough budget to be able to ensure that you're utilizing those dollars as effectively as possible?

Yeah.

So I think this will be like a little bit different than just kind of focusing on the on the digital aspect of it.

But I think bringing uniqueness to their program that like makes it uniquely ownable by their brand and then having it, you know, amplify the brand strategy and everything that they stand for their purpose like that.

If you look across industries, there are so many lookalike programs within industries where they basically replicated each other.

There's not a lot of differentiation because each of those industries have contention.

And so from that standpoint where brands are able to, you know, string together that end-to-end solution, they're able to, to your point, you know, maybe they can't even measure lifetime value.

Maybe they can just measure interaction change or, you know, NPS of an email or something.

And if they can show progression on that and then, you know, work to infuse those brand amplifiers, those uniqueness elements that help them differentiate, then I think that's where they'll see the most success and the most payoff.

And to your point, it might be a slow burn on being able to measure some of that stuff.

I'll take that.

I understand the questions being asked is a general sense and I'll answer it also in a general sense.

And just like everything else we do in marketing, the ROI has to be there.

But I think it's also important to think about ROI in different ways.

There's the financial profitability of something, but then there's also an equal ROI in the customer CLV growth and how to measure profitability from the customer lens as well.

And loyalty inherently is a customer strategy.

It's a customer platform.

And therefore...

When I look at metrics, I think about both sides of it, the financial transactional piece, but also the customer piece of it.

And there is no difference, I think, in anything that has an AI as part of the backbone as the strategy or the tactic versus anything else.

It should be measurable.

It should be apples and comparison as long as you're consistent with how you're doing it.

That's a good point.

Max, again, slightly different question, but same perspective.

That's your day-to-day is out there talking to different brands and different executives sitting there.

What do you think is that one thing that they maybe don't understand about customer loyalty and the value of creating, obviously, either that silo or ensuring, again, that there's just enough budget to be able to ensure that you're utilizing those dollars as effectively as possible?

Yeah.

So I think this will be like a little bit different than just kind of focusing on the on the digital aspect of it.

But I think bringing uniqueness to their program that like makes it uniquely ownable by their brand and then having it, you know, amplify the brand strategy and everything that they stand for their purpose like that.

If you look across industries, there are so many lookalike programs within industries where they basically replicated each other.

There's not a lot of differentiation because each of those industries have contention.

And so from that standpoint where brands are able to, you know, string together that end-to-end solution, they're able to, to your point, you know, maybe they can't even measure lifetime value.

Maybe they can just measure interaction change or, you know, NPS of an email or something.

And if they can show progression on that and then, you know, work to infuse those brand amplifiers, those uniqueness elements that help them differentiate, then I think that's where they'll see the most success and the most payoff.

And to your point, it might be a slow burn on being able to measure some of that stuff.