Why Marvel Insider is all About the Data

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Marvel Entertainment, the company that's home to characters like Captain America and the Hulk, launched its new loyalty program, Marvel Insider, at San Diego's Comic Con this week. Given that Marvel fans are willing to camp out just to be first in line for the latest film or comic book release, offering a loyalty program appears to be unnecessary. And with several films set to be released over the next few years as well as a new theme park, brand awareness is not a challenge. But even a brand that's as well-known as Marvel needs to make its brand stickier with data insights.
Data Analytics

And with several films set to be released over the next few years as well as a new theme park, brand awareness is not a challenge. But even a brand that's as well-known as Marvel needs to make its brand stickier with data insights.

Powered by CrowdTwist, Marvel Insider lets fans earn swag for engaging with the brand on social media platforms, watching trailers for upcoming Marvel films and TV shows, and taking surveys. On the backend, Marvel Entertainment and its parent company Disney get something much more valuable than a free tee-shirt: lots of user data.

Approximately 80 percent of a company's future profits will come from 20 percent of its current customers, according to Gartner. It's therefore crucial for companies to keep its customers engaged. And even dedicated Marvel fans can be distracted by another comic book or film (even one by the DC Movie Universe if it ever gets its act together).

So the question is what could Marvel do to make its brand stronger? For starters, it could apply the data it collects to creating content that appeals to a more diverse audience. To be fair, some of the company's divisions already do this, such as Marvel Comics which recently introduced an Asian American Hulk and Marvel Games added a dozen new female characters to its games. But other networks are also churning out compelling stories so it's up to Marvel to stay ahead of the competition.

For companies that are collecting loyalty data but are slow to use it the message is clear: Even if you're at the top of your game with a widely successful brand, search for opportunities to further engage your customers before your competitors do.

EXPERT OPINION
EXPERT OPINION