What will you do if you know?

Will you build a factory if you didn’t know what you’ll make in it?

Or open a shop without deciding what to sell?

Or employ an executive without a defined job profile?

Yet it is routine to find marketers who want to launch a loyalty programme with nothing more than the vaguest aims about loyalty, repeat purchase and data collection. Can they not put down a simple wish-list? Wonder how the rest of their marketing runs.