Loyalty leaders set themselves apart by:
• Making data core to their enterprise-wide plan for meeting revenue goals; • Setting clear objectives for what they want to accomplish; • Putting the resources in place to make continual, incremental improvements in their ability to collect, unify, cleanse, analyze and apply loyalty data; and •Ensuring their loyalty data is distributed widely across the organization in ways that make it easy for non-data scientists to understand and apply it in their own domains.