Changing the Retail Game With the Loyalty Measurement Triangle

Being able to pin down a traditional ROI doesn't mean there's nothing to measure, however. Like a NFL official who uses multiple replays to assess a play, loyalty program value can be triangulated by looking at multiple sources and metrics.

The Loyalty Measurement Triangle
Selling this perspective starts by remembering the source of executives’ frustration: expectations and understanding. Senior executives understand traditional ROI from other areas, so it can be challenging to suggest a different form of measurement. When new metrics are introduced, executives don't know how to tell good from bad. Getting them to accept this solution depends on how well you pre-sell the concept. That's where the loyalty measurement triangle comes in.