Loyalty membership

Loyalty programs help brands increase customer loyalty and provide incentives for customers to continue to interact with brands. Through offering their customers membership in loyalty programs, companies can further incentivize customers to interact more with their brand by providing more personalized rewards and discounts.

Amperity provides the following attributes to build audiences that help brands better understand how to bring more value to their customers through their loyalty program:

• Loyalty balances

• Loyalty membership

• Loyalty profiles

• Loyalty spend

• Loyalty tiers

Loyalty membership attributes

Brands encourage their customers to join their loyalty programs through personalized offers, discounts, and awards. In return, companies retain information about membership interaction with their brand to better understand their customers. For example, brands can use the latest opt out datetime information to determine which customers to exclude from an upcoming sales campaign.

Amperity provides the following attributes that your brand can use to build audiences around customer interaction with your loyalty program:

Attribute	Description
Current Balance Expiration Datetime	The date and time at which a customer’s current rewards balance will expire.
Current Tier Expiration Datetime	The date and time at which a customer’s membership in their current rewards tier will end.
Current Tier Start Datetime	The date and time at which a customer’s membership in their current rewards tier started.
Is Opted In	Indicates if the customer associated with the loyalty ID has given consent to being contacted by your loyalty program. Tip Set the condition for this attribute to is true to return an audience with filtered out opted out customers.
Latest Opted Out Datetime	The date and time at which a customer most recently opted out from being contacted by your loyalty program.
Latest Opted In Datetime	The date and time at which a customer most recently opted in to being contacted by your loyalty program.
Latest Update Datetime	The date and time at which the information associated with the loyalty profile was updated.

Use in segments

You can access loyalty membership attributes directly from the Segment Editor. To add these attributes to your segments, click Add criteria, select the Unified Loyalty table, and then add the combination of loyalty membership attributes you want to use in your segment. Apply conditions and specify values for each attribute as necessary.

Available conditions

The following table lists the conditions that are available to these attributes.

Note

These attributes have a Datetime data type. All Datetime data types share the same set of conditions. Recommended conditions for this attribute are identified with “  More useful” and conditions with more limited use cases are identified with “  Less useful”.

Condition	Description
is	Less useful Avoid using the is condition with these loyalty membership attributes unless you intend to use a specific date, such as “2022-08-22” (“yyyy-mm-dd”).
is after	Returns all dates that occur after the selected calendar date, excluding the selected calendar date.
is before	More useful Returns all dates that occur before the selected date, excluding the selected date. Tip Use the Current Balance Expiration Datetime, Current Tier Expiration Datetime, Latest Opted Out Datetime, Latest Opted In Datetime, and Current Tier Start Datetime attributes with this condition to return audiences based on the selected date. For example, the Current Tier Expiration Datetime attribute returns an audience based on the selected date before which a customer’s membership in their current rewards tier will end.
is between	More useful Returns dates that exist within a defined start and end date. Tip Use the Current Balance Expiration Datetime, Current Tier Expiration Datetime, Latest Opted Out Datetime, Latest Opted In Datetime, Latest Update Datetime, and Current Tier Start Datetime attributes with this condition to return dates that exist within a defined start and end date.
is false	More useful Returns an audience that contains customers who have not opted in to being contacted by your loyalty program. Tip Combine the Is Opted In and Latest Opted Out Datetime attributes with this condition to return an audience of customers who have opted out of being contacted by your loyalty program to exclude from an advertising campaign.
is not	is not returns an audience with any customer records that are not associated with a selected date. Tip Use the Latest Update Datetime attribute with this condition to return an audience of customers—who have made no updates to their loyalty profile within the defined selected dates—to send out a reminder message to ensure their loyalty profile information is up to date.
is not between	Less useful Returns dates that exist outside of a defined start and end date.
is not NULL	More useful Returns customer records that are associated with a datetime or are opted in to being contacted by your loyalty program. Tip Use the Latest Opted In Datetime attribute with this condition to return an audience with customers—that have opted in to being contacted by your loyalty program—to be included in an advertising campaign.
is NULL	Returns customer records that are not opted in to being contacted by your loyalty membership or associated with a datetime.
is on or after	Returns all dates that occur on or after the selected date. Use a relative date to define a rolling window.
is on or before	Returns all dates that occur on or before the selected date. Tip Use the Current Balance Expiration Datetime, Current Tier Expiration Datetime, Latest Opted Out Datetime, Latest Opted In Datetime, and Current Tier Start Datetime attributes with this condition to return audiences based on the selected date. For example, use “today - 730 days” to return customer records with a current tier start datetime that occurred two years ago to include in a discount campaign that encourages customers to move up to the next tier.
is true	More useful Return customer records with customers who opted in to being contacted by your loyalty program. Tip Use the Is Opted In attribute with this condition to return an audience that has opted in to being contacted by your loyalty program to include in a sales campaign.