Jim Sturm — President of North America, Capillary Technologies
Published:
What’s happened with third-party cookies and, more predominantly, regulations and consumer privacy, is a move completely away from speculation or third-party data to first-party data. That’s what loyalty initiatives and strategies are all about: when you join a loyalty program, you opt in and consent to having information kept about you because you expect you will have a better relationship with a brand.
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-whats-happened-with-third-party-cookies-and-more-predomina