Jim Sturm — President of North America, Capillary Technologies
Published:
Every CFO tends to be a skeptic of loyalty initiatives in the beginning, but as long as the initiatives you’ve created can be directly attributed to the bottom line in the reports a CFO looks at, they become believers. It is critical to tie any campaign or strategy to that piece of incrementality.
What does Jim Sturm say on The Agile Brand with Greg Kihlström?
Jim Sturm, President of North America, Capillary Technologies, says: Greg Kihlström interviews Jim Sturm, President of North America at Capillary Technologies, about recasting loyalty from a discount-focused cost center into a strategic, first-party data engine. Sturm argues that loyalty programs are the primary mechanism for consented customer data, proposes a three-part measurement framework (transactional incrementality, emotional engagement, and share-stealing), and explains how rigorous attribution and predictive analytics can convert CFO skepticism into recognition of loyalty as a profit-driving enterprise infrastructure.
From: The Agile Brand with Greg Kihlström
Cite as: Jim Sturm. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jim-sturm-every-cfo-tends-to-be-a-skeptic-of-loyalty-initiatives-in-th