This short summary of my interview with Laura Cagnacci discusses exciting loyalty initiatives being run for Roma Football Club by their marketing agency, who realised the importance and power of connecting Roma with their fans directly, rather than simply on third-party platforms like Facebook. As a much loved football club, Roma used the power of a platform they owned to connect with previously unknown fans of all ages and profiles, with clear data points being measured, tracked and rewarded at the individual level, rather than just at a segment level as many marketers did in the past.Listen to this episode to learn all about this award-winning programme in the sports sector, as well as learnings from building both a consumer AND a Business2Business loyalty program for an insurance client.Show Notes:1) Award-winning Loyalty in Italy - Roma Football Club and Advice Grou‪p‬2) Laura Cagnacci 3) Advice Group

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