Analysis
Analysis
The trends moving loyalty and retention: first-party data, retail media, Law 25, martech.
First-Party Data
Identity resolution after the third-party cookie
Without the third-party cookie, the loyalty card becomes the spine of identity. Provided you can actually resolve the same customer across channels.
RetentionWhy active-to-enrolled is the only ratio that matters
Cards issued is a vanity metric. The share of members who are actually active is the only number that tells you the program is alive.
First-Party DataRetail media: the margin line loyalty teams keep missing
A media network isn’t an ad product bolted onto the program. It’s the only way to turn loyalty data into net margin.
First-Party DataLaw 25 and the consent tax on first-party data
Consent isn’t a compliance cost. It’s the entry price of a data asset that depreciates the moment you collect it badly.