Commissioned by Zeta Global, the study shows most organizations have loyalty programs but struggle to convert loyalty data into actionable insight and measurable business impact

Zeta Global (NYSE:ZETA), the AI Marketing Cloud, today published a Forrester Consulting Opportunity Snapshot, "The Underutilized Superpower Hidden in Loyalty Data," finding that while loyalty is widely adopted, many organizations are not fully leveraging loyalty data to drive customer insight, real-time action, and measurable growth.

The study, based on a survey of more than 300 marketing and customer loyalty decision-makers and high-level practitioners across B2C industries, found that although loyalty data is widely viewed as strategically important, many organizations still struggle to translate it into coordinated, real-time execution. Data quality issues, fragmented systems, and organizational silos continue to limit the impact of loyalty programs and prevent brands from realizing the full value of one of their richest customer data assets.

"Loyalty can be one of the most powerful sources of intelligence in the marketing stack, but for many organizations it remains underutilized," said David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta Global. "This study highlights the gap between the strategic value of loyalty data and most organizations' ability to act on it. As AI becomes more central to how marketing works, the opportunity is to transform loyalty from a retention tool into a smarter, more measurable engine for growth."

Findings from the study include:

Execution lags intent: Although loyalty data is seen as critical to long-term customer relationships, 91% of respondents say data-related barriers are holding them back. 37% feel at most somewhat confident in their ability to extract actionable insights from loyalty data, and 39% feel at most somewhat confident in their ability to act on those insights once identified.
Loyalty programs are not meeting their full potential: Only 53% of organizations describe loyalty as a primary driver of customer engagement, and just 26% say their programs are very effective at delivering value.
Integration gaps limit impact: 68% of respondents reported that loyalty data is only partially integrated with other systems at best, reducing its ability to inform real-time decision-making and cross-channel activation.
Investment is accelerating around data and AI: 92% of organizations plan to invest in new technology or processes to better leverage loyalty data, with a focus on centralized data, advanced analytics, AI-driven personalization, and omnichannel activation.

Download the full study here.

About Zeta Global

Zeta Global (NYSE:ZETA) is the AI Marketing Cloud that leverages advanced artificial intelligence (AI) and trillions of consumer signals to make it easier for marketers to acquire, grow, and retain customers more efficiently. Through the Zeta Marketing Platform (ZMP), our vision is to make sophisticated marketing simple by unifying identity, intelligence, and omnichannel activation into a single platform – powered by one of the industry's largest proprietary databases and AI. Our enterprise customers across multiple verticals are empowered to personalize experiences with consumers at an individual level across every channel, delivering better results for marketing programs. Zeta was founded in 2007 by David A. Steinberg and John Sculley and is headquartered in New York City with offices around the world. To learn more, go to www.zetaglobal.com.

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Matt Pfau

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New Study Finds Loyalty Data Remains One of Marketing's Most Underutilized Assets