Primal Drivers

Four human behaviors are gateways to consumer connections. By Randi Moore. What drives loyalty? Trust. How do we build trust? Understanding. If understanding is the path to loyalty, insights pave the way. Those insights are increasingly being fueled by Big Data: In the past two years, 90 percent of the data in the world has been created. The challenge now is to understand what information would be most useful in shaping both our message and the medium to engage those key, loyal, consumers.

Big Data can be both exciting and paralyzing. It promises to drive both efficiency and effectiveness. However, not everyone has access or the ability to integrate and analyze the data. While many manufacturers and retailers are knee-deep in consumer and shopper segmentation models, a recent Loyalty 360 survey reported that almost half of responding executives couldn’t identify their best customers. read >>