From The Lab

“Is your program actually making somebody more loyal, or are you just rewarding your most loyal customers that would sign up for the program anyway?”

Carly Ivory is Senior Vice President at Loyalty360, where the research, the awards submissions, and the constant conversations with brand members give her a wider view of what’s actually happening in loyalty than almost anyone. In this episode of “Questioning Loyalty” she explains why nearly 90% of brands say they’re about to rebuild their program, why technology has been the thing blocking them for three years running, and why some of the most sophisticated programs you know are run by one person who is also doing the emails.

Chapters

• 00:00 Introduction to Loyalty and Marketing
• 05:03 The Impact of Loyalty Programs
• 09:54 Understanding Customer Loyalty
• 14:52 The Role of AI in Loyalty Programs
• 19:50 Data Utilization in Marketing Decisions
• 25:04 Challenges in Data-Driven Marketing
• 29:17 Misconceptions About Data and Decision-Making
• 31:03 Human Biases and AI Limitations
• 33:12 Rapid Fire Loyalty Questions
• 37:37 Factors That Erode Loyalty
• 39:10 The Role of Loyalty Programs

Guest: Carly Ivory (https://www.linkedin.com/in/carly-stemmer-ivory-82480626/)

Host: Andy Locke (https://www.linkedin.com/in/lockeandy)

“Whoever has an answer is not only wrong, but can’t be trusted.”

John Giaquinto has spent over twenty years in supermarket and retail loyalty, at Shaw's, Dunkin' Brands, Hannaford, and Rite Aid. In this episode of “Questioning Loyalty” he explains what happens to a loyalty program when the company around it is shrinking, why more data doesn't change decisions, and why he thinks nobody should trust confident answers about AI right now.

Chapters

• 00:00 Introducing John
• 00:44 Background Check
• 01:39 What Happens to a Loyalty Program When the Company Around it is Shrinking?
• 04:53 Does a Loyalty Program Actually Create Loyalty?
• 07:38 Approach to Starting a New Loyalty Program Today
• 09:40 Impact of AI on Loyalty
• 14:24 Misconception That More Data Is Better
• 16:48 Loyalty Rapid Fire

Guest: John Giaquinto [linkedin link]

Host: Andy Locke [linkedin link]

“Questioning Loyalty” is a podcast produced by From The Lab. For more information visit responselabs.com.

"I've spent the better part of my career growing loyalty programs. But I have questions."

Trailer introducing "Questioning Loyalty"

Is there really such a thing as loyalty? And if there is, do the programs we build have anything to do with it?

"Questioning Loyalty" puts those questions to the people working in loyalty and marketing every day. What does loyalty actually mean, how does it really work, and is any of it worth what we spend on it? Plus the people who ultimately decide whether a program works at all. The customers.

New episodes drop every other week. Subscribe wherever you listen or watch.

Host: Andy Locke https://www.linkedin.com/in/lockeandy/

"Questioning Loyalty" is a podcast produced by From The Lab. For more information visit responselabs.com.

In this episode of Podcasts Over Pizza, Carie Jones and Katie Scott explore why shared experiences matter so much in modern marketing and media.

While hyper-personalization has its place, Carie and Katie discuss how collective moments build deeper brand connections. From Super Bowl commercials and Marvel’s interconnected universe to Taylor Swift’s Eras Tour, they look at what makes audiences want to participate together. They also touch on how streaming services are going “old school” and returning to weekly episode drops to drive live conversation and nostalgia – all before closing out with a quick debate over Little Caesars vs. local artisanal pizza! 

In this episode of From The Lab, Account Directors Sara Shumaker and Lauren Yoffe host a Client Services team takeover to tackle common industry sayings and challenge traditional agency mindsets.

This is a candid discussion about what it really takes to build strong, lasting client relationships. From debunking "the client is always right" to dissecting how to set healthy project scope boundaries, Sara and Lauren break down the balance between strategic guidance and execution. They share how Response Labs bridges the gap between deep technical expertise and thoughtful client relationships, proving that Client Services is about far more than just pushing buttons or saying yes.

👉 Learn more about Response Labs: responselabs.com

In this debut episode of Podcasts Over Pizza, Carie Jones and Sara Shumaker grab a bite to eat and chat about one of the biggest pop-culture moments in recent news: Taylor Swift’s wedding.

What starts as a casual lunchtime debate over Little Caesars vs. local delis quickly turns into a fun, casual look at how Taylor Swift manages her brand. From wedding rumors and high-concept fan inclusion to subtle "Easter eggs," Carie and Sara talk through what makes fan engagement stick – and how those same ideas relate to the work Response Labs does every day to help brands build genuine, lasting connections with their audiences.

Music licensed through Soundstripe.

Code: PJZGL9GTAWDATTVG

In this episode of From The Lab, Andy Locke and Dan Dawes introduce magpie, a proprietary tool from Response Labs designed to sit on top of your existing marketing platforms. Discover how magpie streamlines data collection, segmentation, campaign creation, and performance measurement to solve the ultimate brand challenge: effective campaign tracking.

Andy and Dan share magpie’s origin story, its unique architecture, and how its data-driven approach elevates local and regional marketing. If you're a brand marketer looking to maximize your campaign ROI and unify your data, this episode is a must-listen.

👉 Learn more about magpie: responselabs.com/magpie

Key Topics Covered:

• Closed-Loop Reporting: How magpie uncovers deep insights into customer behavior and campaign effectiveness.
• Platform Agnostic Design: Seamlessly integrating with your existing marketing stack and handling diverse data sources.
• Personalization at Scale: How targeted messaging and advanced segmentation drive tangible sales.
• The Power of AI: Leveraging on-the-fly insights and looking ahead to magpie’s future roadmap of AI integration and automation.

Music licensed through Soundstripe.

Code: CNI0QN1IC3WHNMHP

This episode of From The Lab reveals how to transform your data into powerful media strategies. Carie Jones and Andy Locke share insights on leveraging first-party data to optimize media campaigns, using the RFM model to target high-value audiences, enhance customer targeting, and drive measurable business results. This episode is perfect for all marketers ready to unlock growth potential.

Main Topics Covered:

• The importance of understanding and utilizing first-party data for marketing success
• Applying RFM modeling to identify top customers and segment audiences
• Creating look-alike audiences for precise targeting across media platforms
• Developing detailed customer profiles to inform creative strategies
• Testing and iterating ad campaigns for continuous optimization
• Real-world examples demonstrating significant ROAS improvements
• The value of efficient media spend, maximizing ROI, and scaling results over time

Welcome to From the Lab, the flagship podcast network from Response Labs.

We’re bringing you behind the scenes for authentic, expert-driven conversations about the people and thinking behind our work. Within this podcast, we’ll explore the intersection of Salesforce Managed Services, Data-Driven Paid Media, and CRM + Loyalty – giving you actionable strategies for data, personalization at scale, and the tactics that drive exceptional marketing results.

What's coming up this season? Beyond our main show, you’ll get access to unique series like Questioning Loyalty – our semi-controversial look at industry assumptions – and Pizza & Pods, a casual, lunch-table talk show covering the latest in business and culture.

Our official first episode drops soon. Hit the "Follow" or "Subscribe" button right now to get every deep dive delivered straight to your feed the second it goes live!

Learn more at responselabs.com.