Advanced Analytics Needed to Measure Loyalty

By Dan Alaimo

Tough marketing challenges, such as measuring loyalty, require sophisticated research methods.

“Retailers want to do one of two things: They want to either increase trips or they want to increase the basket size,” said Candace Adams, president, global retail strategy, SmartRevenue, Stamford, Conn., and a former Wal-Mart executive. “It may sound easy or intuitive, but getting there is the hard part. It really does require the (scientific) rigor. It requires a scientific approach to get to the answers that become actionable and that you can actually develop into strategies,” she said.