Zeta Global explores how organisations can unlock the full value of loyalty data and turn it into a powerful driver of customer growth, in conversation with Georgia Gkolfinopoulou and Chad S.White. Despite widespread recognition of loyalty programs as key engagement engines, many brands still struggle to translate data into action.
Drawing on insights from a Forrester Consulting study, the discussion highlights persistent challenges including fragmented MarTech stacks, siloed systems, and limited data integration. While most organisations collect first- and zero-party data, many lack the infrastructure and alignment needed to activate it effectively across channels.
The Georgia and Chad, outline a clear path forward—centralised customer data, advanced analytics, and true omnichannel orchestration—alongside the growing role of AI, data augmentation, and intent signals. Together, these capabilities are reshaping loyalty from a transactional tool into a long-term customer relationship and growth engine.
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