Cardlytics Measurement | Measurable Marketing Results

Marketing CFOs will love

Cardlytics’ campaign reporting is the gold standard

With insight into bank transaction data, we report our exact impact on sales.

There is no need to estimate performance. These are real purchases, made by real people who saw ads in our platform.

Also important, we report on both online and in-store sales. This enables marketers to accurately track ROI regardless of where customers decide to buy.

Example Cardlytics campaign report

Measure impact, not just sales

We help marketers understand the effectiveness of every dollar they spend on our platform. Commonly requested post-campaign reports include:

Test vs. Control
Quantify sales lift and incremental return

Long-Term Value
Track whether customers continue to buy

Share Shift
Measure the impact on market share

Test vs. Control

We’ve set up a rigorous test vs. control process to answer three questions every marketer wants to know:

Did my campaign increase sales?

What was the incremental return on ad spend?

Would customers have purchased anyway?

Through our partnerships with top banks in the US and UK, we see over $4.1T in consumer spend. We use this data to evaluate customer purchases, and accurately measure a campaign’s true incremental sales impact.

Access to third-party measurement through Nielsen

Nielsen Sales Lift Measurement calculates and reports the incremental sales lift of Cardlytics campaigns.

Long-Term Value

Long-Term Value reporting sheds light on campaign impact beyond the initial flight.

We look at the purchase patterns of people who converted from the original campaign to measure their continued loyalty to the marketer’s brand – specifically, how many more times they purchase and how much they spend.

Share Shift

Customers have seen the ad and made a purchase. But are marketers actually gaining share from competitors?

With Share Shift analysis, we help brands understand how their customers’ behavior is changing in their category, and if they’re picking up share from their competitive set.

“Cardlytics’ unique targeting capabilities ensure we can acquire new customers and redirect competitive spend to Marriott. The customer experience means that there is no perception of discounting for our brand.”

Lauren Profeta

Portfolio Partnerships Manager, Europe, Marriott Hotels

IDENTIFY OPPORTUNITY

Connect the dots with Purchase Intelligence

Insights into bank transaction data power Cardlytics campaigns from start to finish. Beyond helping marketers measure performance, we also use purchase intelligence to identify the best prospects and target ads on our platform.

Learn more about finding and reaching the right audience

REACH REAL PEOPLE

Create a tipping point to win the next sale

Our native ad platform in banks’ digital channels reaches consumers as they manage where they’ll spend and save. When customers weigh whether to buy from one store or another, relevant, targeted offers can change their purchase decisions.

Learn more about our ad platform

Research & Insights

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Loyalty Movement Report: Grocery

In this Loyalty Movement Report, we’ll dive deeper into customer behavior across the Grocery category to better understand engagement over time.

6 Minute Read

‍Introduction‍

In our previous report, Redefining Customer Loyalty, Cardlytics defined loyalty as a consumer’s preference for a merchant over competitors. We analyzed $160B in spending across six industries to measure customer loyalty and spending patterns with both loyal and non-loyal customers.

But customer behavior isn’t fixed—customers shift between loyalty segments over time. Understanding these shifts helps identify churn and informs strategies to nurture relationships and move customers to higher loyalty segments. In our newest Loyalty Movement Report, we dive into customer behavior in the Grocery category to better understand engagement over time by analyzing the entire grocery category with more than $200B in consumer spend behavior.*

Grocery Category Loyal Customers

On average, 58% of a merchant’s customers are not actually loyal. But the loyal segment has a much higher share of wallet (84%) than a not loyal segment (18%).

Top Customers (top 20% of most frequent transactors) still show that more than ⅓ are not loyal customers. Yet the loyal customer segment shows an almost 3x higher share of wallet.

Findings

We looked into purchase data at all groceries in the US over the last 8 quarters (Q1-23 through Q4-24) on a quarter by quarter basis to see whether even the “most loyal” customers showed changes in their purchase behavior.

Grocery Loyalty Movement

Overall, quarter over quarter, 60% of customers tend to remain in their existing segments while 40% increase or decrease their loyalty to a merchant. Yet there is much more extensive customer loyalty movement within the “not loyal” segments.

Segment Movement

While all segments show purchase behavior movement, the Tied segment (part of Not Loyal customers) shows the most movement - both up (33%) and down (37%) - into other segments.

Grocery Leaky Bucket

Grocery brands are acquiring new customers yet even more existing customers are moving into the lapsed tier. This cycle can be reversed by continuing to nurture existing customers.

Diving deeper into the individual segments tells us:

Loyal customers and those that Prefer the competition are the most rigid (with 81% and 71% staying the same, respectively). Those customers that are Tied have the greatest propensity for a behavior change (with only 20% staying the same).
Loyal customers are far less likely to churn. Customers that are Tied are 42% more likely to churn and customers that Prefer the competition are 185% more likely to churn!

Definitions of Customer Segments

‍
Loyal Customers
Loyal: Only shop with a specific brand, or have the highest share of wallet with a given brand and relative rank is lower than all other brands in consideration set

Not Loyal Customers
Tied: Similar relative ranks to 2 or more brands regardless of share of wallet ranking
‍Prefer: Lower share of wallet and higher rank than other brands in their consideration set
‍Lapsed: Shopped historically but do not shop currently, as defined by the analysis time period
‍New: Shop currently but have not shopped historically, as defined by the analysis time period

Takeaways

Marketers know it’s more costly to acquire or re-acquire customers than to keep existing ones engaged. When brands neglect current customers, they risk losing them and undoing past investment - not loyal customers are 42%-185% more likely to lapse/churn than loyal customers. Loyalty is fragile and demands ongoing effort as competition is always close by. To stay top of mind, marketers must continuously nurture relationships, understand customer needs, and offer seamless experiences. To foster loyalty with your customers, consider these recommendations:

Use an “always on” strategy to keep customers engaged, regardless of purchase frequency.
Regularly update/refine customer segments and adjust reward offers to keep them engaged.
Use targeted campaigns to boost loyalty and revenue.

Cardlytics can deliver a comprehensive Customer Loyalty Analysis with insights into customer behavior and movement across defined loyalty segments. Contact us for more details.

‍* For this report, we've selected the entire Grocery category in our data, collectively representing over $200bn in annual card spend. This sample differs from the previous Customer Loyalty Analysis report.
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About Cardlytics‍

Cardlytics (NASDAQ: CDLX) is a digital advertising platform. We partner with financial institutions to run their rewards programs that promote customer loyalty and deepen relationships. In turn, we have a secure view into approximately 1 of every 2 card-based transactions in the U.S., allowing us to see where and when consumers are spending their money. We use these insights to help marketers identify, reach, and influence likely buyers at scale, as well as measure the true sales impact of marketing campaigns. Learn more at www.cardlytics.com.

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Welcoming American Express to the Cardlytics Network

6 Minute Read

At Cardlytics, we believe in making commerce more rewarding for everyone. We’ve created a unique platform where everyone benefits – our brand advertisers, our financial institution partners, and consumers – and finds meaningful value in card-linked offers and cash back rewards.

We continue to strengthen and build on our extensive network, welcoming new financial institution partners and brand advertisers with a shared mission of bringing more value to consumers. We’re delighted to launch our newest partnership with American Express, whose proprietary owned digital advertising platform, Amex Offers, continues to transform to meet the demands of a dynamic retail environment and bring value to Amex Card Members and merchant advertisers. Together, we're working to scale the number of card-linked offers on the platform, helping more advertisers market to Amex Card Members and providing Card Members with access to more value through cash back rewards via the personalized digital experience they already know.

We look forward to ramping up our partnership in the coming months and delivering relevant and personalized offers to Amex Card Members at scale.

Loyalty Movement Report: Big Box Retail

In this Loyalty Movement Report, we’ll dive deeper into customer behavior across the Big Box category to better understand engagement over time.

6 Minute Read

Big Box Retail: Stop Taking Customer Loyalty for Granted‍

‍
‍Introduction
‍‍

In our previous report, Redefining Customer Loyalty, Cardlytics defined loyalty as a consumer’s preference for a merchant over competitors. We analyzed $160B in spending across six industries to measure customer loyalty and spending patterns with both loyal and non-loyal customers.

But customer behavior isn’t fixed—customers shift between loyalty segments over time. Understanding these shifts helps identify churn and informs strategies to nurture relationships and move customers to higher loyalty segments. In our Loyalty Movement Report, we dive into customer behavior in the Big Box category to better understand engagement over time by analyzing 8 brands with more than $400B in consumer spend behavior.*

Big Box Retailer Category Loyal Customers

On average, 76% of a merchant’s customers are not actually loyal. But the loyal segment has a much higher share of wallet (70%) than a not loyal segment (15%).

Top Customers (top 10% of most frequent transactors) are evenly split between loyal and not loyal customers. But the loyal customer segment shows an almost 3x higher share of wallet.