"The Loyalty Leap" by Bryan Pearson

Most marketers who have been swimming in their business for a year or two have probably looked into various methods of collecting information about their clients, and some of them may have even put some methods to work. While most marketers end up finding some kind of way in which to collect data about their audience, they simply have no idea what to do with it. 

After all, once the data has been collected it also needs to be analyzed, discussed and interpreted before it can actually be of any use to you. A marketer needs to be able to use that collected information in order to develop a closer link to the client. 

With this situation in mind Bryan Pearson wrote his book titled The Loyalty Leap, meant to help marketers break down the information they collect in order to make good use of it. More precisely, Bryan Pearson looks into the concept of clients always being willing to share their contact information in exchange for some kind of free product or service, and that over time they expect the quality of your brand to increase, or at least remain the same.

Pearson believes that there is a certain marketing equation which allows business to keep on selling their products to the same clients and collect information from new ones. In addition to discussing the equation, how to collect and interpret data obtained from customers, Pearson also looks into various real-world examples where companies have employed certain strategies in order to drastically increase their sales.

For example, some of the scenarios examined include a time when Shell managed to increase their number of sales while decreasing the number of gas stations which are part of their network, as well as how Gamestop draws in a much bigger crowd and increases their sales by giving their PowerUp members rewards such as access to the Comic-Con convention.

All in all, if you are either in or are thinking about getting into the marketing industry, you should definitely take the time to read The Loyalty Leap to see why and how loyalty marketing remains an essential part of game, and will become even more important in the coming years. In addition, you will also be taught how to obtain information from your customers, and how you can use it to your advantage.

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Bryan Pearson Bryan Pearson is an a Canadian business executive who has also dabbled in literature and speaking, and is currently the president and CEO at Alliance Data's LoyaltyOne. He wrote a book titled The Loyalty Leap, which quickly became a bestseller and cemented Pearson's place as a sensible businessman who knows what it takes to get ahead.