Data-Driven Marketing: Loyalty Programs and Consumer Engagement

Learn from Australia’s leading customer loyalty consultants and become a loyalty program and consumer engagement expert. Get a clear understanding of Customer Loyalty Programs theory and practice.

The course is taught in person. This learning style allows for live interactions, accelerated learning and ensures a better understanding of course content and how it can directly apply to you.

The Loyalty & Reward Co team are renowned for enjoying a robust and opinionated discussion on all things loyalty.

Duration: Held over four half days in our virtual classroom
Date: 07 June 2022
Time: 9:00a.m. - 1:00p.m. AEDT each day

Who would benefit from the Loyalty Programs?

  • Marketers and brand professionals looking for ways to grow their customer database, drive repeat purchases, gain customer behavior insights and utilise this data to better connect with their customers
  • Loyalty industry professionals looking to improve their understanding of key loyalty concepts, explore future trends and access a broad range of global best practice case studies
  • Small and medium-sized businesses looking to better understand and reward customers as well as stand out from competitors
  • Corporate employees looking to upskill and develop loyalty expertise within their company

Drawing on content from Amazon bestseller “Loyalty Programs: The Complete Guide”, the course will provide you with a thorough understanding of best-practice loyalty programs, which can be immediately applied within your own career and your company.


Enrol today and receive a FREE Kindle copy of Loyalty Programs: The Complete Guide, the definitive textbook on loyalty programs globally. You will receive your Amazon voucher to download the book before class.


What you will learn?

  • Introduction to loyalty programs

When did loyalty programs begin? What defines a great loyalty program?
In this introductory session we define what a loyalty program is. We explore when loyalty programs first emerged, and how they have evolved over time. We review a wide range of academic research which has attempted to determine whether loyalty programs actually work. We examine the elements of best-practice loyalty programs which enable them to succeed.

  • Psychology, biases and heuristics

How does loyalty psychology influence loyalty program design?
Loyalty psychology has heavily influenced the design of loyalty programs. In this session, we review a comprehensive body of psychological theories, biases & heuristics, and illustrate how they are applied within different loyalty programs to influence desired behaviours.

  • Rewards, program designs and gamification

Which rewards work best? What loyalty program designs exist? What is gamification?
Different reward types are suited for different circumstances and situations. In this session, we investigate reward-type classifications, before diving into a review of twenty-six different loyalty program designs. We then explain how games and gamification can drive deep member engagement.

  • Member personal data

What role does member personal data play in best-practice loyalty programs?
This session reveals how loyalty programs can play a key role in the entire data value chain; facilitating the collection of member personal data, utilising loyalty platforms to analyse the data and harnessing the insights generated to stimulate deeper member engagement. Consumer attitudes towards data collection are also explored.

  • Loyalty technology and program innovation

What type of technology is used in the loyalty industry? What innovation does this enable?
Loyalty technology plays an increasingly critical role in the execution of best-practice loyalty programs. This session will review the core capabilities which leading platforms deliver, and explore some amazing innovations which the technology solutions are enabling.

  • Loyalty marketing and lifecycle management

How do best-practice loyalty programs execute marketing to their member base?
A significant advantage loyalty programs provide is the ability to track the engagement of an individual member over a period of time. This session explores how best-practice loyalty programs recognise where members are within their lifecycle and utilise relevant communications and offers to stimulate increased transactions, higher satisfaction and referrals.

  • Loyalty program returns on investment (ROI)

How do loyalty programs make millions of dollars profit? How is program ROI measured?
Some loyalty programs make hundreds of millions of dollars profit. This session details how they achieve this, and explores other ways loyalty programs generate revenue. For a loyalty program to be effective, it must deliver a positive ROI. A range of models are presented which can be used to measure financial benefits.

  • Fraud risks, and the future of loyalty

What are the main fraud risks for a loyalty program? What does the future hold?
Fraudulent activity and database breaches are extensive in loyalty programs. This session details the strategies program operators should apply to mitigate risks. We also explore what the future of loyalty looks like globally from the perspective of the Loyalty & Reward Co team.

Course Pricing

ADMA members -  $1,450
Non-members - $1,950

Want to get a member discount? Become an ADMA member here.

The Loyalty & Reward Co team:

  • Philip Shelper, CEO
  • Max Savransky, COO
  • Stacey Lyons, Loyalty Director
  • Scott Harrison, Marketing Manager


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Virtual Classrooms

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