#400: Loyalty360 Loyalty Live | Todd Hedberg, The Lacek Group

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Founded in 1993, The Lacek Group designs, builds, and maintains loyalty programs for top brands across the globe. As part of the Ogilvy network, the Lacek team converts disconnected tech stacks and processes into successful CRM programs powered by data-driven strategies. The company helps brands deliver relevant messaging at scale across channels to ensure connected, seamless experiences. The company works across a broad range of industries, including travel, financial services, hospitality, cruise lines, QSR, retail, automotive, health care, telecommunications, CPG, and more.

Loyalty360 spoke with Todd Hedberg, Senior Director of Digital Strategy at The Lacek Group. Hedberg has been with Lacek for just over three years and is still relatively new to the marketing side. He defines customer loyalty as an opportunity to strengthen customer bonds—both emotionally and transactionally—in every customer interaction. Hedberg and the Lacek team aspire to help clients achieve brand devotion with their customers.

In this article, Hedberg discusses working with clients to achieve deeper personalization, how artificial intelligence and machine learning fit into the equation, and going deeper to mine individual customer preferences.

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1. #400: Loyalty360 Loyalty Live | Todd Hedberg, The Lacek Group (00:00:00)

2. Intro (00:00:04)

3. Tell us more about you and the Lacek Group (00:00:39)

4. Overview of team (00:01:30)

5. What does customer loyalty mean to you and your organization (00:02:22)

6. Information on Lacek's paper: Infinite Personalization AI Makes it Possible (00:03:22)

7. Challenges brands are facing (00:07:17)

8. Challenges for brands with AI and personalization (00:08:29)

9. Brands focusing on personalization (00:11:43)

10. Differences between AI and Machine Learning (00:13:47)

11. Metrics and KPIs (00:15:17)

12. Advice to brands looking to improve their communication programs and processes (00:16:15)

13. What is next for technology opportunities and tools (00:17:30)

14. Loyalty programs you admire (00:18:28)

15. What's next for Lacek in 2025 (00:19:39)

16. Quick-fire questions (00:20:25)

17. Outro (00:23:21)