According to The Underutilized Superpower Hidden in Loyalty Data report, 27% of brands don’t use their loyalty programs to collect first-party data and a whopping 38% don’t use it to collect zero-party data. Why Loyalty Data Isn't Reaching the CDPOne clear hurdle is the issue of getting a customer’s loyalty data out of the loyalty platform and into a customer data platform or another centralized database. 1 thing holding loyalty programs back. 1 thing holding loyalty programs back. Related Article: 5 Ways to Generate More Loyalty and Email SignupsWhy Integrated Loyalty Data Is a Force MultiplierIt all starts with collecting loyalty data you can actually use effectively to improve your loyalty program.