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?