Paula Thomas is the host of “Let’s Talk Loyalty, an industry podcast for loyalty marketing professionals.
Let's Talk Loyalty Podcast

#37: A Compelling Concept – Return on Loyalty

Statisticians are familiar with the concept of “self-selection” but it’s rarely discussed, understood, or accounted for when determining your “return on loyalty”.

Simply because your most loyal customers have joined your programme, does not mean your programme improved or caused them to become more loyal. In today’s fascinating discussion around the challenge of “self-selection”, my two guests who co-founded the “customer science” firm Ellipsis discuss how they isolate, measure, and define the levers within a loyalty program to understand what’s working, what’s not, and why! 

Listen for a masterclass on the concept of “return on loyalty”, NPS, and how to separate correlation from causation using data insights.

Catch last week’s Let’s Talk Loyalty episode: #36: Rakuten Rewards

If you are reading this and you serve a market that you feel like we are not covering adequately, then please reach out to We welcome ambassadors from the professional loyalty marketing and customer loyalty industry that are willing to participate. We can give your “local insights” a “global platform”. Thanks for reading.

#37: A Compelling Concept – Return on Loyalty
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