The Underutilized Superpower Hidden in Loyalty Data
Customer loyalty data is one of the most strategic assets in the enterprise today. It provides more precise insights into shopping preferences, behavioral patterns, and transactional history than any other channel. And yet only 17% of surveyed marketers feel “very confident” in their ability to actually use the data.
That gap between what loyalty data could do and what it actually does is the focus of new research from Forrester Consulting, commissioned by Zeta in May 2026.
The study surveyed 310 customer loyalty and marketing decision makers and high-level practitioners to understand how organizations are collecting, integrating, and acting on loyalty data, and where the opportunities for growth are hiding.
The study dives into:
The barriers to using loyalty data effectively, and how to overcome them
Why only 26% of respondents rate their customer loyalty programs as “very effective”
The behavioral metrics worth tracking alongside CLV and retention
How to unlock the full potential of your customer loyalty data
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What’s inside the study?
The research lays out a clear picture of where loyalty programs stand today: maturing fast, sitting on a goldmine of first-party and zero-party data, and held back by integration issues, organizational silos, and outdated metrics frameworks.
Forward-thinking marketers are reframing what loyalty data is for. Not as a byproduct of points-and-rewards programs, but as a core enterprise asset capable of informing personalization, deepening customer relationships, and driving measurable lift in retention and customer lifetime value.
The study walks through how organizations are increasingly starting to treat loyalty data this way, and what capabilities separate the programs delivering real value from the ones still stuck in transactional mode.
You’ll also find practical guidance on the technology and process investments that 92% of respondents plan to make in the next 12 months, and how to prioritize them.
Loyalty programs were built to drive repeat behavior. The next generation will drive transformational customer relationships, but only for the organizations willing to treat loyalty data as the strategic asset it actually is. This study shows what that shift looks like in practice.
