Loyalty Module

Overview

The Loyalty Module is a powerful feature in the Data Talks CDP that allows you to reward and recognize your supporters for their engagement, encouraging them to come back, participate more, and stay loyal to your club.

Think of it as your digital fan rewards program - tailor-made for sports organizations. Supporters earn points for meaningful actions and move up through custom tiers like Silver, Gold, or Diamond. The higher the tier, the greater the sense of pride and belonging; plus, you can connect it to real benefits like discounts, VIP access, or exclusive content.

Important: This is a locked, extra paid feature. Please contact your Customer Success Manager (CSM) for pricing, activation, and onboarding details.

How it Works

1. Define Your Audience
   Decide exactly who the program applies to:

   • All supporters in your CDP

   • Specific segments, such as season ticket holders, members, VIP 

2. Set Point Expiration (Optional)
   Create urgency and drive consistent activity by expiring points after a set period.

   • Example: Points for this season’s ticket purchases expire after 12 months.

   • The system automatically deducts expired points—no manual work needed.
     
     

3. Create Tiers
   Tiers give your supporters a clear goal to aim for:

   • Example tier structure:

     • Silver: 0–10 points

     • Gold: 11–50 points

     • Diamond: 51+ points

   • You can have as many tiers as you want and name them however you like (Legends, Captains, Hall of Fame…).
     
     

4. Define Earning and Losing Points
   Reward points for fan activities that matter most to your club:

   • Earning examples:

     • Buy a match ticket → +1 point

     • Buy a season ticket → +4 bonus points

     • Purchase official merchandise → +3 points

     • Attend a game and scan their ticket → +2 points

     • Predict the match score → +1 point

     • Open an email → +1 point

   • Deducting examples:

     • Redeem a reward (if connected to an external reward system with data feedback)

     • Negative behavior (if linked to a disciplinary data feed)
       

5. Activate the Loyalty Program
   Once you’ve set:

   • The audience

   • The tiers

   • The point rules

   • The optional expiration date

   …your loyalty program goes live!
   From that moment on, all new incoming supporter activity will be tracked and rewarded.

   Note: Historical data is not included—points start accumulating from the activation date.

Viewing Loyalty Data

On the Loyalty page, you can set a comprehensive Analytics view to show the supporters participating in the loyalty, a breakdown of supporter per tiers or points accumulated in the latest periods.

On a supporter’s profile, you’ll see:

• Current points balance

• Current tier (Silver, Gold, etc.)

• Timeline of activities:

  • Description of the action (from your loyalty setup)

  • Date the points were awarded or deducted

  • Number of points

This makes it easy for your marketing and fan engagement teams to track progress and create targeted campaigns for different tiers.

Example Club Use Cases

• Exclusive rewards for matchday attendance
  Award points for scanning their ticket at the gate - reward your most dedicated fans who attend rain or shine.

• Merchandise incentives
  Encourage online store purchases by giving extra points for jerseys or limited-edition merchandise.

• Digital engagement challenges
  Give points for interacting with your app, opening emails, or submitting score predictions.

• Tier-based benefits
  Offer Gold tier members a free stadium tour, or give Diamond tier members priority access to high-demand matches.

What’s Next

We are already working on:

• Manual adjustments: Easily add or deduct points directly from the CDP on each profile (customer support use case).

• Preference Center integration: Show each supporter their points balance and history in their own personal preference center—keeping them motivated to climb higher.

Best Practices & Tips

• Keep your tier names aspirational—fans should feel proud when they reach them.

• Keep the Description easy to understand as your supporters will be able to see this field as a reason why they received or lost loyalty points

• Offer real benefits to drive participation—discounts, early access, meet-and-greet events.

• Use shorter expiration windows to keep engagement high all season long.

• Test with a smaller segment first, then expand as your rewards strategy matures.