Optimize your data strategy for customer loyalty – Digital Marketing Curated

If you’re focusing on retention marketing next year, you’re not alone. According to Forrester Research, B2C brands will increase their spending on loyalty and retention marketing by 15% in 2021.

To put yourself in the best position to boost customer lifetime value, it’s important to examine the data foundation supporting all of your marketing efforts. Your data strategy—a well-documented process by which your company organizes, governs, analyzes, and activates data—must be continually fine-tuned to successfully engage customers while respecting their preferences and privacy.