Purpose – The paper aims to review and critique the current state of loyalty program planning and analytics, highlighting a number of process and methodological deficiencies. Design/methodology/approach – A general loyalty program planning approach is outlined, designed to build a foundation...

Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Contents -- List of Figures -- Preface -- PART I: Decision-Making Challenges -- 1 Subjective Evaluations -- Thinking and Games -- Mind vs. Machine -- Learning and Remembering -- The Decision-Making Brain -- 2 Non-Generalizable...

The explosive growth in volume and varieties of data generated by the seemingly endless arrays of digital systems and applications is rapidly elevating the importance of being able to utilize data; in fact, data analytic literacy is becoming as important now, at the onset of the Digital Era, as...