Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
How CMOs Are Using First-Party Data from Loyalty Programs
Episode 48 of The CMO Podcast with Fexingo. Lucas and Luna dive into the strategic shift toward first-party data from loyalty programs as third-party cookies fade. They examine the case of a major retailer that revamped its loyalty program to collect purchase-level data, achieving a 30 percent increase in customer lifetime value within 18 months. The hosts discuss how this data enables personalized offers, reduces ad waste, and changes the CMO's relationship with the CIO. They also explore the trade-offs: privacy concerns, program costs, and the risk of alienating non-members. A…
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