{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"104: How to Build Customer Loyalty By Understanding Your Company\u2019s Data","description":"When it comes to building customer loyalty, Dani Cushion believes that the creativity is in the data. In her role as CMO of Cardlytics, she and her team work under the power of \u201cpurchase intelligence,\u201d or the ability to know where your customers are buying when they\u2019re not buying from you. As Dani has learned throughout her career as a marketer, it\u2019s all about defining who is loyal and figuring out why. On this episode of Renegade Thinkers Unite, Drew and Dani discuss why defining your existing loyal customers can help you understand where you\u2019re missing profits, as well as why using insights on aggregated data doesn\u2019t mean creative marketing is dead. As Dani admits, \u201cit ain\u2019t sexy,\u201d but working to have a extraordinary customer experience will result in unmatched loyalty. Get to know your customers by following this advice - listen here. Subscribe on Apple Podcasts - Stitcher - or Podsearch What You\u2019ll Learn \u201cDefining your loyals\u201d is step one in the process of building repeat business Dani explains the importance of \u201cdefining your loyals\u201d on this episode of Renegade Thinkers Unite. She shares that one of Cardlytics\u2019 clients earned an additional $6 million in sales, simply because they identified and retargeted a segment of their existing repeat customers. By knowing who your potential loyals are and the problem they\u2019re trying to solve, you can tap into a new area of business. Gathering insights from your data doesn\u2019t equal the death of creative marketing Cardlytics\u2019 success is built on their ability to combine purchase data and creative marketing. In order to build customer loyalty, marketing teams need to use both strategies. Just because you\u2019re aware of your customer\u2019s data does not mean you should stop reaching out to them with engaging and creative marketing stories. Drew and Dani both agree that \u201cthe creativity is in how you use the data.\u201d 2 do\u2019s and 1 don\u2019t for CMOs looking to build customer loyalty Dani\u2019s top 2 \u201cdo\u2019s\u201d for CMOs seeking a greater ability to build brand loyalty are to always look at the broad picture of loyal customers and to listen to what they\u2019re saying. Without an accurate picture of what your customers want and their past buying habits, you won\u2019t make much progress. She also encourages CMOs to never be scared to try something new. The most innovative marketing strategies to build loyalty only began because someone was willing to take a risk - and that someone can be you! Timeline [0:30] Loyalty and customer acquisition are both essential topics on Renegade Thinkers Unite [1:51] Dani\u2019s Renegade Rapid Fire segment [15:54] The importance of building loyalty into your marketing plan [20:00] Digging into the purchase behaviors for your existing customers [25:35] Using analytical insights to understand customer loyalty [33:13] Dani explains Cardlytics\u2019 in-house loyalty program [37:30] 2 do\u2019s and 1 don\u2019t for CMOs looking to expand their customer loyalty knowledge Connect With Dani: Dani\u2019s CMO press release Connect with Dani on LinkedIn Follow Dani on Twitter Resources & People Mentioned BOOK: \u201cChesapeake: A Novel\u201d BOOK: \u201cHow Brands Grow: What Marketers Don't Know\u201d Connect with Drew http:\/\/renegade.com\/ On LinkedIn On Twitter On Facebook On Instagram ","author_name":"Renegade Marketers Unite: Top Rated Podcast for CMOs","author_url":"http:\/\/renegademarketing.com\/podcast","html":"