Lisa Brightwell
Every measurement question in loyalty comes back to data. That’s what Lisa Brightwell, Managing Director of Brightest Insights, told me on the Blind Loyalty Challenge when I asked her how to measure loyalty mechanics like points against discounts. She also raised a question of her own: should customers have the right to own or monetise the data a loyalty programme collects on them?
Ben Lipsey
Ben Lipsey, President of Flying Blue at Air France-KLM, told me his team has stripped their KPIs down to just two: direct revenue and indirect revenue, the number that captures what he calls irrational loyalty. He also shared where he sees loyalty data heading next, as AI starts doing to loyalty what it has already done to flight search.
Jim Umberger
Jim Umberger, AI and data monetisation consultant and International Loyalty Awards judge, answered before I’d even finished the question: profitability. He backed it with two stories, from eBay and PF Chang’s, where promotions that felt like wins internally were quietly losing the business tens of millions of dollars.
