Learn the crucial steps to building a commercial model for your loyalty program, create compelling business cases, prove positive ROI and incremental value, and explore emerging trends shaping loyalty economics.
The modules combine expert-led sessions, practical exercises, and collaborative group activities.
Faciltated by David Parsons, CEO at Ellipsis & Company is Australia’s leading expert in Commercial Modeling and Forecasting – https://www.linkedin.com/in/davidwparsons
Our next Loyalty Economics Course will be held in Melbourne on 11th of May, 2027.
Please book early to secure your place, as spots are limited.
This masterclass provides a practical and comprehensive understanding of the commercial engines behind loyalty program performance. You’ll explore how program design and currency structure influence value, and how loyalty programs create or lose profit across different levers.
You’ll learn how to build a defensible business case, manage deferred revenue and breakage, and understand the differences between cashflow and P&L. The course also covers accurate measurement using incrementality, attribution, uplift, and Customer Lifetime Value.
Finally, you’ll apply Return on Loyalty® to guide decisions and explore future trends including retail media, points marketplaces, and the evolving valuation of loyalty business units.
Module 1: Introduction to Loyalty Economics
Module 2: Building the Loyalty Business Case
Module 3: Managing Loyalty on the Balance Sheet
Module 4: Proving Incremental Value in Loyalty
Module 5: Unlocking incremental value with Return on Loyalty®
Module 6: Examining Future Trends in Loyalty Economics
Gain a clear understanding of the commercial drivers behind loyalty performance and learn how to model value with confidence. This masterclass equips you with practical tools to forecast results, manage liability, optimise earn/burn decisions, and demonstrate ROI. Walk away with the financial fluency and frameworks needed to strengthen profitability and guide smarter strategic decisions.
This one-day masterclass is delivered through a blend of expert-led teaching, real-world case studies, simple financial model walkthroughs, and interactive discussion. The focus is on giving participants practical tools, frameworks, and commercial clarity they can apply immediately in their organisation. Content is presented in clear, accessible language, with plenty of opportunities to ask questions, test assumptions, and explore real scenarios drawn from leading loyalty programs.
The courses will be led by industry professionals.
This course runs over a single day in Sydney, combining expert presentations, case studies, and practical group exercises.
Participants will receive a Certificate of Advanced Loyalty Education from the Australian Loyalty Association upon completion of the course.
The course is capped at a maximum of 25 participants.
All day catering included.
Module 1
Introduction to Loyalty Economics – Understand the commercial foundations of loyalty programs and the value and cost drivers that shape performance.
Module 2
Building the Loyalty Business Case – Learn how to structure a credible business case with defensible assumptions and communicate it effectively to executives.
Module 3
Managing Loyalty on the Balance Sheet – Explore how points, liability, breakage, and expiry work and how to use deferred revenue as a strategic value pool.
Module 4
Proving Incremental Value in Loyalty – Master incrementality, attribution, and uplift while learning how loyalty influences CLV and long-term customer value.
Module 5
Unlocking incremental value with Return on Loyalty® – Discover how to calculate and apply Return on Loyalty® and translate financial modelling into operational decisions.
Module 6
Examining Future Trends in Loyalty Economics – Examine emerging trends, including retail media,
points marketplaces, partner ecosystems, and loyalty business unit valuation.
Bundle & Save
If you’re planning to attend more than one course, you can save with our 2026 Advanced Education Bundles. Choose any two courses and receive 10% off, or enrol in all three advanced courses and save 20%. Simply select your preferred bundle at checkout to secure your place.
Bundle discounts are designed for individual participants completing multiple courses. Each bundle applies to one student only and cannot be shared, transferred, or split across multiple attendees. All registrations within a bundle must be issued under the same participant name.
1 Course = AUD$890+GST
2 Courses = AUD$1602+GST 10% off
3 Courses = AUD$2136+GST 20% off
Group Enrolments
Group enrolments are available for organisations registering two or more participants across our advanced loyalty courses. We offer additional group discounts on top of the listed ticket prices:
2 participants: additional 10% off
3 participants: additional 20% off
4+ participants: additional 20% off
These group discounts apply to Single Course Passes, 2-Course Bundles, and 3-Course Bundles, and are applied in addition to the existing bundle pricing.
Private Sessions for 5+ Attendees are available, please contact us at events@australianloyaltyassociation.com
To access group pricing, please contact us prior to registering so we can arrange the appropriate booking and discount code.
All pricing excludes GST and Humanitix booking and payment fees, which are applied at checkout.
For further details, contact Australian Loyalty Association on 03 9681 9429/ 0438 923 300 or events@australianloyaltyassociation.com
Our next Melbourne intake commences on 11 May 2027.
Please book early to secure your place, as spots are limited.
Accredited by the Australian Loyalty Association and the Australian Marketing Institute (AMI)
David has over 20 years’ experience in loyalty, data and customer strategy, gained through senior roles in global loyalty, consulting and marketing organisations. Before co-founding Ellipsis, he held executive positions leading major customer programs for brands across banking, retail, insurance, travel and telecommunications in Australia, Europe and the Asia Pacific region.
Throughout his career, David has developed deep expertise in customer-centric strategy and data-led decision making, working with some of the world’s best-known brands to improve loyalty performance and commercial outcomes. His experience has shown both the powerful impact of true customer-centricity — and how challenging it can be for organisations to achieve without specialist support.
David is a long-standing contributor to the global loyalty community and has led more than 100 customer and loyalty projects across multiple markets, combining practical experience with rigorous, evidence-based insight.
In 2014, David co-founded Ellipsis, The Loyalty Experts®, an organisation dedicated to helping companies navigate the journey to customer-centricity through data-driven strategy, loyalty design and performance optimisation.
David has over 20 years’ experience in loyalty, data and customer strategy, gained through senior roles in global loyalty, consulting and marketing organisations. Before co-founding Ellipsis, he held executive positions leading major customer programs for brands across banking, retail, insurance, travel and telecommunications in Australia, Europe and the Asia Pacific region.
Throughout his career, David has developed deep expertise in customer-centric strategy and data-led decision making, working with some of the world’s best-known brands to improve loyalty performance and commercial outcomes. His experience has shown both the powerful impact of true customer-centricity — and how challenging it can be for organisations to achieve without specialist support.
David is a long-standing contributor to the global loyalty community and has led more than 100 customer and loyalty projects across multiple markets, combining practical experience with rigorous, evidence-based insight.
In 2014, David co-founded Ellipsis, The Loyalty Experts®, an organisation dedicated to helping companies navigate the journey to customer-centricity through data-driven strategy, loyalty design and performance optimisation.
Sarah has over 20 years experience in the corporate world, with wide industry knowledge gained working in senior marketing and customer loyalty roles in organisations such as Telstra, Suncorp, Australia Post and Myer, and also enjoyed her time working as the CRM director at Sapient Nitro.
In 2012 Sarah started Global Loyalty, now Sciensa Loyalty, an organisation that specialises in strategy development, planning and implementation of customer loyalty enhancement projects.
Sarah has tutored Direct Marketing at (QUT), held the position of QLD State Chairman of ADMA for many years and wrote a white paper on loyalty principles with The Australian Centre for Retail Studies (ACRS) at Monash University.
In 2012 Sarah started the Australian Loyalty Association (ALA) an organisation established to provide thought leadership, education and networking opportunities to those working in the loyalty industry. In 2022 the ALA commissioned the largest research project ever conducted in Australia, giving the market deep consumer insights with which to build effective customer loyalty into the future.
Sarah has over 20 years experience in the corporate world, with wide industry knowledge gained working in senior marketing and customer loyalty roles in organisations such as Telstra, Suncorp, Australia Post and Myer, and also enjoyed her time working as the CRM director at Sapient Nitro.
In 2012 Sarah started Global Loyalty, now Sciensa Loyalty, an organisation that specialises in strategy development, planning and implementation of customer loyalty enhancement projects.
Sarah has tutored Direct Marketing at (QUT), held the position of QLD State Chairman of ADMA for many years and wrote a white paper on loyalty principles with The Australian Centre for Retail Studies (ACRS) at Monash University.
In 2012 Sarah started the Australian Loyalty Association (ALA) an organisation established to provide thought leadership, education and networking opportunities to those working in the loyalty industry. In 2022 the ALA commissioned the largest research project ever conducted in Australia, giving the market deep consumer insights with which to build effective customer loyalty into the future.
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