Comments on: Cost Per Point: The Central Metric for Loyalty Programs? http://blog.hanifinloyalty.com/2009/05/18/cost-per-point-%e2%80%93-the-central-metric-for-loyalty-programs.html Unbiased insights on Customer Strategy & Loyalty Marketing Sat, 17 Sep 2011 22:11:00 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Back to Basics | Loyalty Truth Blog http://blog.hanifinloyalty.com/2009/05/18/cost-per-point-%e2%80%93-the-central-metric-for-loyalty-programs.html/comment-page-1#comment-8824 Back to Basics | Loyalty Truth Blog Wed, 27 May 2009 01:22:00 +0000 http://blog.hanifinloyalty.com/?p=921#comment-8824 [...] My partner, Terri Gaughan, has often written and spoken about this very issue. In a recent blog post at Loyalty Truth, my old friend and colleague Jim Kuschill lamented on the obsessive focus on cost per point in [...] [...] My partner, Terri Gaughan, has often written and spoken about this very issue. In a recent blog post at Loyalty Truth, my old friend and colleague Jim Kuschill lamented on the obsessive focus on cost per point in [...]

]]> By: Lisa Stephens http://blog.hanifinloyalty.com/2009/05/18/cost-per-point-%e2%80%93-the-central-metric-for-loyalty-programs.html/comment-page-1#comment-8809 Lisa Stephens Mon, 18 May 2009 14:53:32 +0000 http://blog.hanifinloyalty.com/?p=921#comment-8809 There are problems with your metric, as stated. If definitions for 'CPP' vary, and this is a standard or theory of understanding any portion of the business of brand management and consumer loyalty within your industry, then you need to have an across the board accuracy, defined in written measurables. Beyond that, the definition Jim is using, is ill-represented, at best. A 'financial currency' or 'financial currency cost' or 'cost' ... these are redundant. He's using (e.g. USD) for the US dollar, 'by example' and so, thereby, has no definition for the value in the equation for the metric (however, this makes me wonder, is the business of loyalty marketing only defined under US terms, or do you look at global and international standards, as well?) These baseline equatic immeasurables, due to definition inaccuracy, create a non-metric. I would estimate that, since this is just one definition for this term 'CPP' all others are not useful, since you have no prescribed guide for this strategy which, should one be determined, should have the ability to be used in measuring at least one portion of any given business, across all industry-wide corporate solution. This article's information would be more useful should you break it down into individual pieces; ie, CPP, CPM, loyalty marketing strategy, technology within the marketplace of branding, the science behind technology in general, situational marketing cues... and so on. It would be helpful to have a series of articles on these subjects, with a ribbon of truth and fact, and a link one to another, for professional use within the industry. This is written from the standpoint of an outsider, looking to mathematical formula and the written word. Funny thing, I don't usually look to case study as an answer, but in this instance, the portion of your article leading to CPM strategy usage, would be best represented by case. It's my opinion, as for writer's philosophy and in order to draw attention to your 'brand' as the one providing a valuable solution, Jim, you might want to consider first and foremost, your article's headline as tied to your thesis, especially on the internet. This would not only draw readers and followers, but would provide you a path for your stream of thought as you progress through your information processing and delivery of information via written word online. Are you on Twitter? There are problems with your metric, as stated. If definitions for ‘CPP’ vary, and this is a standard or theory of understanding any portion of the business of brand management and consumer loyalty within your industry, then you need to have an across the board accuracy, defined in written measurables. Beyond that, the definition Jim is using, is ill-represented, at best. A ‘financial currency’ or ‘financial currency cost’ or ‘cost’ … these are redundant. He’s using (e.g. USD) for the US dollar, ‘by example’ and so, thereby, has no definition for the value in the equation for the metric (however, this makes me wonder, is the business of loyalty marketing only defined under US terms, or do you look at global and international standards, as well?)

These baseline equatic immeasurables, due to definition inaccuracy, create a non-metric. I would estimate that, since this is just one definition for this term ‘CPP’ all others are not useful, since you have no prescribed guide for this strategy which, should one be determined, should have the ability to be used in measuring at least one portion of any given business, across all industry-wide corporate solution.

This article’s information would be more useful should you break it down into individual pieces; ie, CPP, CPM, loyalty marketing strategy, technology within the marketplace of branding, the science behind technology in general, situational marketing cues… and so on. It would be helpful to have a series of articles on these subjects, with a ribbon of truth and fact, and a link one to another, for professional use within the industry.

This is written from the standpoint of an outsider, looking to mathematical formula and the written word.

Funny thing, I don’t usually look to case study as an answer, but in this instance, the portion of your article leading to CPM strategy usage, would be best represented by case.

It’s my opinion, as for writer’s philosophy and in order to draw attention to your ‘brand’ as the one providing a valuable solution, Jim, you might want to consider first and foremost, your article’s headline as tied to your thesis, especially on the internet. This would not only draw readers and followers, but would provide you a path for your stream of thought as you progress through your information processing and delivery of information via written word online. Are you on Twitter?

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