Loyalty programs help combat the marketer’s customer identity challenge

In a study on identity resolution from Forrester Consulting commissioned by Epsilon, Forrester found that, at best, only half of brands are capable of fundamental identity resolution capabilities, like finding customers across devices, controlling messaging frequency and building a unified customer profile. As marketers struggle to “connect the dots” between the ever-expanding number of devices customers use to connect with their brands, they often overlook an important ally in resolving customers’ identity across channels: a loyalty program.