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The identity gap: Where marketing feels effective and where it breaks down
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With all the talk about how AI magically “understands” us, much of today’s automation is still running on old data. More and more, brands are turning to AI to power intelligent member journeys, drive strategic innovation and ultimately, build stronger customer relationships. But poor inputs lead to lead to bad outputs.
Before brands can benefit from AI in loyalty, they need a better understanding of how to leverage it effectively.
In this Real Deal video, Shamba Schmidt, Vice President of Sales Strategy, discusses how to transform raw data into real-time decisions and orchestrate smarter loyalty engagement across the full customer lifecycle.
88% of consumers notice when brands send messages repeatedly. Yet, many brands view overfrequencing as the reality of doing business—a necessary tradeoff in the pursuit of increased engagement and personalization at scale.
The assumption being that if only a few people tune their communications out or unsubscribe, the overall reach still justifies their marketing efforts. But the hidden cost is much higher.
With every interaction, your brand is either building loyalty or losing it. Irrelevant, poorly timed or redundant messages not only waste advertising dollars, but it also erodes customer trust—increasing the likelihood that customers will disengage or lose interest in your brand altogether.
Though AI has made it easier to reach people and personalize at scale, that alone doesn’t repair the damage excessive and irrelevant communications create. Not because AI isn’t powerful, but because it needs a solid data foundation to be effective.
AI has the potential to boost your loyalty marketing efforts. It can help you execute faster, optimize loyalty campaigns in real-time and continuously evolve your program to meet customer needs.
But quality data and identity resolution are critical to AI’s efficacy. With cleansed first-party data, enriched with the right identity resolution, creates a holistic view of your customers that enables hyper-personalization.
With data-driven insights, brands can leverage AI to craft messages that resonate on a 1:1 level. AI-driven loyalty helps marketers move beyond static campaigns, turning routine customer experiences into relevant moments that people value.
Key takeaways
Watch this video to understand how you can use AI to reduce customer fatigue, improve personalization and create more valuable customer experiences.
