Rethinking Pride: Because customer lifetime value isn’t won in June alone
In his latest article for AdNews Australia, Publicis Groupe ANZ Chief Data Officer Maurice Riley explores why customer lifetime value among LBGTQ+ communities isn't won in Pride Month alone, and what brands stand to gain when inclusion moves beyond a once-a-year moment and becomes part of the everyday experience. Looking at signals in Publicis Groupe’s pseudonymised identity graph, analysing the aggregated and de-identified behaviour of more than 18 million Australians, Maurice offers a thoughtful perspective on the value of investing in customer relationships year round.
Maurice Riley, Publicis Groupe ANZ Chief Data Officer, said: “Most organisations still treat Pride as a campaign, while LGBTQ+ communities treat it as a credibility test. Brands that only show up in June aren't just missing a cultural point. They're underinvesting in a high-value customer relationship."
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