Use Structured Data from Your Location-based Loyalty Program - dummies

Use Structured Data from Your Location-based Loyalty Program

By Aaron Strout, Mike Schneider, B. J. Emerson

The kinds of data that you can find about your customers through a location-based loyalty program include streams of consciousness data, loyalty (frequency, place or brand) data, and purchase data.

These activity streams give you structured data, which you can easily store in a database, query (find), and aggregate (summarize) in your reports. A database is designed to bring structure to your data and build relationships between real world happenings so that software and people in various roles from marketers to analysts can make sense of it later.

In a non-social loyalty program, you are only getting one piece of the puzzle because you’re limited to the data that you collect at your business. Adding social data from check-ins and tweets can add a lot to the customer entity.

In structured data, all data must fit into a field, but the data is easier to analyze. It makes activity streams easier to define and combine with other activity streams.

You do not necessarily need all of the data to get started. Any of the three activity streams give you a good idea of how a person behaves.

Streams of consciousness data

You can group people based on the subjects of their conversations, the way they feel about the topic, and how often they participate in the conversation.

Set up a table that analyzes conversations. You can then prioritize messages based on the highest frequency. You can segment the data by conversation types that people participate in and you can decide whether you want to participate in the kinds of conversations that your prospects like.

Frequency, brand, and place loyalty

Looking strictly at place data, you can learn where a person goes, which is great because it tells you how often a person frequents a certain place, and that tells you how often that place is contextually relevant to that person.

Presumably, when consumers go to a place of business, they buy things. Making offers to people in that place may get them to buy more things or make purchases that they weren’t expecting to make.

Purchase data

The most elusive data is what a customer purchased, particularly purchases for more than one place, or for places you don’t own. Most point of sale systems capture items purchased along with a credit card number and store them in an antiquated database. Loyalty programs can give you a clear picture of what a person purchased, but they only give you the items that have been purchased at your company.

The Allen & Gerritsen and CauseShift Loyalty in 4-D game board shows how social, location, purc
Credit: Courtesy of Allen & Gerritsen
The Allen & Gerritsen and CauseShift Loyalty in 4-D game board shows how social, location, purchase, and offers create the ultimate test-and-learn environment.