Methods for decision-making. Tools for action. Explore the challenges of loyalty, engagement, and rewards with the Coup de Poing teams.
Choose a topic, then the format that suits you.
An A/B test compares two variants using a defined method to understand their effect on an indicator. Assignment, volume, duration, and analysis criteria must be established. A difference observed in a small sample may be due to chance. The decision must take into account uncertainty and side effects.
Acquisition cost relates the expenses incurred to the number of new customers acquired within a defined scope. In referral programmes, it includes rewards as well as attributable operating costs. Validation, cancellations, and the quality of acquired customers influence the interpretation of the result.
Activation refers to the point at which an eligible person takes a first action defined as significant. This action can be account creation, first participation, or first use. The term must always be accompanied by its operational definition and the period over which it is measured.
An API defines a structured way to exchange data or request an operation between systems. In a programme, it can link purchases, eligibility, points, or orders. The contract, authentication, errors, limits, and rework must be documented to make the integration usable.
Attrition describes the loss of customers or the termination of a relationship according to a business definition. Explicit cancellation and prolonged inactivity are not the same thing. The inactivity threshold should be adapted to the buying cycle. A useful analysis examines cohorts and reasons for leaving.
The average order value relates the revenue from a set of orders to the number of retained orders. Taxes, returns, cancellations, and time periods must be specified. Its evolution can result from a change in price, product range, or customer base. It does not, on its own, demonstrate an improvement due to the programme.
B2B loyalty concerns relationships with professional clients, distributors, resellers, or influencers. It must take into account purchasing cycles, account structures, and the role of the people who decide, order, and benefit from the advantages. Professional services can play a significant role.
B2C loyalty focuses on the relationship between a brand and its individual customers. Points, statuses, clubs, and services can encourage repeat business and preference. The programme must remain clear, accessible, and consistent with purchasing habits, channels, and the brand promise.
A cohort brings together people who share an event or starting point, such as the month of membership. Tracking it allows for the comparison of trajectories with similar maturity. The rules for entry, exit, and observation must be stable. It helps, in particular, to understand activation, consumption, and retention.
Consent is one of the possible bases for certain data processing. Its use requires conditions adapted to the purpose and context. In the optional audience measurement of this site, the choice is requested before collection and can be modified. Consent for one purpose does not automatically cover all others.
A consumer club organizes a relationship around access, services, content, or experiences. It can be open or reserved for specific audiences. Membership must provide tangible benefits; a closed space without activities or clear advantages is not enough to create an active community.
The consumption rate measures the use of a value or benefit relative to a reference volume. For points, it can relate points consumed to points issued, but the periods must be compatible. The maturity of the cohorts strongly influences the interpretation of this indicator.
12 / 40
See all resourcesAn ambition, a challenge, an idea? Let's talk about the programme that will move your clients and teams forward.
Let’s discuss your project
Glossary