NUMBERLY ACADEMY

Loyalty program Certificate

Essential information

FORMAT

100% remotely

DURATION

24 hours
5 half-days

PRICE

€2490 (excl. taxes)

The Loyalty Program course program

1. Designing a loyalty program

  • - Loyalty issues and strategies
  • - Consumer perceptions and expectations of loyalty programs
  • - Types of programs: relational, ambassador, loyalty
  • - Genesis, evolution and trends: programs under the microscope
  • - Approach to setting program objectives
  • - Cost/benefit analysis of a program introduction or redesign
  • - Analysis of the structure and evolution of a client portfolio in connection with objectives
  • - Membership: what strategies?
  • - Earn/Burn, Rewards, Points, Statuts: arbitrate the mechanics of a program
  • - Programs for collection and qualification

2. Animating a loyalty program

  • - Loyalty program channels
  • - Materialize your program: card, kitty, interface, app
  • - Design a differentiated activation plan by segment and by channel
  • - Leveraging Social and User Generated Content (UGC)
  • - Lifecycle and automation: designing triggers
  • - Balance between transactional and relational approach: promotion management
  • - Qualification strategy and gamification of mechanics
  • - The identity and communication of the client's program

3. Measuring and optimizing a loyalty program

  • - Measure the short-term and long-term effectiveness of a program
  • - Drive customer value: CLV, retention and incrementality
  • - Adopt a Test & Learn approach: how to optimize your program?
  • - Carry out optimization tests (mechanics, impact predictions)
  • - Measuring customer engagement : what approach?
  • - Risk analysis and program cost modeling

4. Developing an in-house program

  • - Organizational implications: impacts mapping
  • - Onboarding stakeholders: customers, employees, partners
  • - Data Impact: Database management and program technology stack
  • - How to communicate internally about the program?
  • - Practice: preparation and presentation of a case study

5. Individual workshop

Two hours of one-to-one outboarding to devise an action plan tailored to your sector and your issues

The 4 key contributions of this course


Assess the relevance and value of building and launching a loyalty program depending on your sector, objectives, and environment.


Audit your loyalty program and develop best practices for continuous program improvement.


Define (or redefine) a program’s mechanics and dimensions: earn/burn, rewards, customer engagement, status and points, gamification etc.


Manage the measurement of a loyalty program effectiveness according to defined objectives and adopt a test & learn approach to optimize.

The approach of the course

Flexible

A 100% remotely format
Synchronous group course (5 live sessions - 20h) and asynchronous individual course (4h)

Rhythmic

Innovative teaching methods
Real use cases, virtual meet-up, office hours with the speakers

Interactive

A limited number of participants
for a personalized exchange, live sessions with a Numberly expert on each theme

It is intended for people with professional experience in marketing, CRM, customer experience or customer service in B2C sectors (Retail, Services, FMCG), in particular, customer experience manager, head of customer service, CRM project manager, CRM manager, loyalty manager, CMO. It is not necessary to have a loyalty program to follow this course.

Yseulys Costes
Co-founder & CEO

Leverage data to make marketing actions more useful, relevant and targeted for consumers and more effective and measurable for brands and retailers.

From the academic world, passionate about Digital Marketing, member of the Board of Directors of Kering and Groupe SEB

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Skills: digital marketing and advertising, business strategy and e-commerce

Nicolas Filatieff
Managing Director

My vision of marketing is to take the best of research, psychology, and data science.

15 years of experience in Marketing, Sales and Strategy including more than 10 years at BNP Paribas Fortis, including as CMO

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Skills: business strategy, pricing, digital marketing and customer engagement

Thibaut Munier
Co-founder & COO

As Clive Humby said in 2006, "Data is the new oil". It is essential to learn collectively how to work with this data so that marketing is above all a facilitator for the consumer and a vector of efficiency for companies, regardless of their size or sector.

Recognized specialist in Relationship Marketing and Data Mining, frequent guest at academic and professional conferences

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Skills: marketing strategy, business intelligence, customer retention and satisfaction

Sandra de Brito da Costa
Executive Director

Personal and behavioral data is essential to appropriately activate all off and online marketing levers and thus create a privileged relationship between a brand and its consumer.

More than 15 years of specialized data expertise serving about fifty advertisers in the banking/insurance, retail and luxury sectors…

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Skills: Data Marketing strategy, DMP, RTB

Grégoire Bothorel
Head of Research

Dialogue between the business and academic worlds brings value to client strategies and gives meaning to digital marketing.

Over 10 years of experience in customer marketing. One foot in academia, one foot in business, after a PhD in Marketing. His research work has been published in Europe and the USA. Guest professor in schools and universities (Dauphine, EM Lyon, IAE Lyon...)

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Skills: relationship marketing, omnichannel strategy, insight & analytics

Catherine Marion
Content Marketing and Communication Manager

Putting content, data and innovation at the service of customer relations

More than 10 years of marketing expertise in various sectors (especially banking and retail)

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Skills: CRM, Data Marketing, Customers engagement and retention

Dorothée Lacroix
International Managing Director

Passionate about digital marketing, I enjoy creating and implementing omnichannel strategies in dynamic competitive environments.

More than 15 years of experience in Marketing, Sales and Strategy at international level (focus on Europe, Middle East)

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Skills: Business strategy, data marketing, customer engagement, and e-commerce

Philippe Delieuvin
DPO

Good data governance (transparency, security, simplicity...) is a major determinant of people's trust. And there is no sustainable market without trust.

23 years of experience, first in audit, then in banking. Data Protection Correspondent at Numberly since 2008, then DPO since 2018

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Skills: Data processing compliance, GDPR, cookie policy

Julien Beytout
Product Strategy Director

More than ever, mastering prospect/customer data is at the heart of value creation strategies for brands. Knowing your prospects/customers, anticipating their needs, finding the best conversion levers and reinforcing loyalty are the crucial challenges we face every day alongside our clients.

15 years of experience in Marketing Acquisition, Ecommerce, Loyalty and Customer Lifetime Value development

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Skills: strategy, consulting, ROI management, data marketing, media sector

Salomé Muqtadir
UX Design Lead

I'm passionate about putting the user experience at the center of my thinking, for an ever more relevant marketing.

Graduate of the Visual Communication School. More than 5 years of experience in designing end-user centric experiences that primarily address customer acquisition, conversion or retention objectives.

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Skills: UX/UI, HTML, CSS, JavaScript, Adobe Creative Suite, visual identity, creative direction.

Christophe Le Courtois
Mobile Marketing Director

Mobile has been a boost in the digital transformation: It has led to the emergence of new behaviors among consumers for whom it became vital, it has pushed companies to challenge their methodologies but also their business model… We are now in the Mobile First era and this is a marketing paradigm shift.

20 years of digital experience including 15 years dedicated to Mobile Marketing

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Skills: Marketing strategy, omnichannel UX, mobile ecosystem

Margot Rivière
Marketing Executive

More than ever, generating customer engagement has become key for brands. Data marketing provides us huge opportunities to create a more relevant and individualized dialogue to achieve it.

More than 8 years of experience in marketing strategy and CRM, serving clients from various sectors, to help them meet their collection and retention challenges

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Skills: acquisition and retention strategies, data marketing, CRM

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