Canonical URL: https://giftcard.news/rewards-loyalty/extole-argues-for-loyalty-measurement-beyond-transactions-in-pandemic-4e8f4d54863f/ --- description: Extole’s October 2020 commentary recommends combining spending with referrals, reviews and customer advocacy when deciding where to allocate rewards. title: Extole argues for loyalty measurement beyond transactions in pandemic-era strategy image: https://giftcard.news/images/social/v1/extole-argues-loyalty-measurement-beyond-transactions-pandemic-era-strategy-2a3b4d2e22aa088622428d7d7fafa472.jpg --- 1. [Home](https://giftcard.news/) 2. [Rewards & Loyalty](https://giftcard.news/rewards-loyalty/) # Extole argues for loyalty measurement beyond transactions in pandemic-era strategy Extole’s October 2020 commentary recommends combining spending with referrals, reviews and customer advocacy when deciding where to allocate rewards. By [Daniel Brooks](https://giftcard.news/author/daniel-brooks/) October 13, 2020 1 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Frewards-loyalty%2Fextole-argues-for-loyalty-measurement-beyond-transactions-in-pandemic-4e8f4d54863f%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Extole%20argues%20for%20loyalty%20measurement%20beyond%20transactions%20in%20pandemic-era%20strategy "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Frewards-loyalty%2Fextole-argues-for-loyalty-measurement-beyond-transactions-in-pandemic-4e8f4d54863f%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Extole%20argues%20for%20loyalty%20measurement%20beyond%20transactions%20in%20pandemic-era%20strategy%20https%3A%2F%2Fgiftcard.news%2Frewards-loyalty%2Fextole-argues-for-loyalty-measurement-beyond-transactions-in-pandemic-4e8f4d54863f%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Extole source artwork for Extole argues for loyalty measurement beyond transactions in pandemic-era strategy](https://giftcard.news/images/variants/v1/extole-argues-loyalty-measurement-beyond-transactions-pandemic-era-strategy-source-artwork-w500.webp) Photo: Source: extole.com [Extole](https://giftcard.news/company/extole/) argued in October 2020 that companies needed a broader view of customer loyalty as the pandemic disrupted buying patterns. Its commentary questioned acquisition strategies that assessed customers primarily through paid-ad conversions and transaction value. The provider proposed combining purchase information with non-transactional activity, including referrals, reviews, social sharing and influence on other people’s purchases. A customer’s contribution to a brand could therefore extend beyond the amount they personally spent. The article suggested that this wider view could help businesses identify customers whose interests closely matched the product and decide how Your free reader account ## Continue reading for free. Create your account or sign in to get unlimited access. 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Sign in](https://giftcard.news/login/?returnTo=%2Frewards-loyalty%2Fextole-argues-for-loyalty-measurement-beyond-transactions-in-pandemic-4e8f4d54863f%2F) ## Sources and documents ExpandCollapse * [Rethinking Acquisition and Loyalty After COVID](https://www.extole.com/blog/loyalty-after-covid/?utm%5Fsource=giftcard.news) — Extole ## In this article ### Companies * [Extole](https://giftcard.news/company/extole/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Frewards-loyalty%2Fextole-argues-for-loyalty-measurement-beyond-transactions-in-pandemic-4e8f4d54863f%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Extole%20argues%20for%20loyalty%20measurement%20beyond%20transactions%20in%20pandemic-era%20strategy "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Frewards-loyalty%2Fextole-argues-for-loyalty-measurement-beyond-transactions-in-pandemic-4e8f4d54863f%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Extole%20argues%20for%20loyalty%20measurement%20beyond%20transactions%20in%20pandemic-era%20strategy%20https%3A%2F%2Fgiftcard.news%2Frewards-loyalty%2Fextole-argues-for-loyalty-measurement-beyond-transactions-in-pandemic-4e8f4d54863f%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Daniel Brooks](https://giftcard.news/images/variants/v1/daniel-brooks-editorial-portrait-w320.webp) About the author ## [Daniel Brooks](https://giftcard.news/author/daniel-brooks/) Journalist — Payments, Security & PCI DSS Daniel Brooks covers payment networks, financial technology, payment security, gift card fraud and PCI DSS for Gift Card News. From reading to building ## Your next move in gift cards. Tell us what you’re building. We’ll help you explore suitable providers. [Find a provider ](https://giftcard.news/find-a-provider/) ## Related articles [Rewards & Loyalty](https://giftcard.news/rewards-loyalty/) News ### [Giftbit’s Research Incentive Guide Puts Unclaimed Gift Cards and Privacy in Focus](https://giftcard.news/rewards-loyalty/giftbit-research-incentives-unclaimed-gift-cards-privacy/) [Maya Bennett](https://giftcard.news/author/maya-bennett/) September 17, 2026 2 min [Rewards & Loyalty](https://giftcard.news/rewards-loyalty/) News ### [Yoyo Reports Platō Loyalty Results a Year After Card-Linked Launch](https://giftcard.news/rewards-loyalty/yoyo-plato-card-linked-loyalty-first-year-results/) [Maya Bennett](https://giftcard.news/author/maya-bennett/) September 16, 2026 2 min [Rewards & Loyalty](https://giftcard.news/rewards-loyalty/) News ### [Prezzee sets out employee gift card options for work anniversaries](https://giftcard.news/rewards-loyalty/prezzee-employee-gift-card-options-work-anniversaries/) [Maya Bennett](https://giftcard.news/author/maya-bennett/) September 15, 2026 2 min ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","logo":{"@type":"ImageObject","url":"https://giftcard.news/brand/giftcard-news-logo.svg"}},{"@type":"Person","@id":"https://giftcard.news/author/daniel-brooks/#person","name":"Daniel Brooks","url":"https://giftcard.news/author/daniel-brooks/","description":"Daniel Brooks covers payment networks, financial technology, payment security, gift card fraud and PCI DSS for Gift Card News.","jobTitle":"Journalist — Payments, Security & PCI DSS","image":{"@type":"ImageObject","url":"https://giftcard.news/images/daniel-brooks-editorial-portrait.webp","contentUrl":"https://giftcard.news/images/daniel-brooks-editorial-portrait.webp","width":256,"height":256,"caption":"Illustrated portrait representing the Daniel Brooks editorial 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