Agenda & Speakers

Keeping Post-Transaction Customers in the Loop

Tuesday, November 12, 2019 - 8:45 AM - 9:30 AM
Many marketers look at loyalty as a feedback loop, keeping consumers or clients coming back for the next engagement. In some cases, usually involving big ticket sales, customers just move on. At Arizona State University, we've developed a model to assess the affinity of our alumni – many of whom felt exactly that way –and built a campaign to build loyalty among our 500,000 Sun Devil graduates using data science, media and a one-of-a-kind loyalty app.

Key Takeaways: 
- Why do people disengage from brands, post-transaction?
- What are the top indicators of affinity and how does that apply to your business?
- How do you launch a loyalty app to a disengaged audience?
- How do you think about media to build affinity?


Adam Pierno, AVP Marketing Strategy, Arizona State University

Teacher. Mentor. Strategist. Innovator. Author. All are terms you could use to identify Adam Pierno. The highly caffeinated Pierno has refined a simple methodology to build precise strategies for numerous client campaigns. Prior to his current role as AVP of Marketing Strategy at Arizona State University’s Enterprise Marketing Hub, Pierno leveraged his knowledge of consumer behavior to produce informed and effective campaigns for such national brands as Delta Air Lines, Dial Corporation, Domino’s Pizza, Dunkin’ Brands and Mercedes-Benz. His first book, Under Think It delves into the foundational aspects of marketing strategy. He was inspired to pen this insightful guidebook to fill a void in strategy training curriculum. That book is used to teach strategy at universities, global agencies and Fortune 100 companies. His second book, Specific demonstrates a model that today’s brands can use to grow in an absence of viable mass media. He’s been interviewed and quoted for ABC News, NPR, Adweek, Business Journals and more. Adam hosts his own podcast featuring conversations with business and marketing luminaries, called The Strategy Inside Everything.

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