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2019 Customer Engagement & Loyalty Statistics

By Ashley Autry | Updated on Apr 11, 2019 8:37:17 AM

We talk about customer loyalty a lot here on the Access blog. Not surprising, given that this is indeed a "loyalty blog."
When it comes to the topic of customer loyalty, however, we like to draw as much and as often as possible from what's happening in the real world. Using real data. In the pursuit of real results.
And while some principles around customer loyalty tend to remain the same, it's always the data that helps us distinguish between the truth and what is merely "conventional wisdom."
That's why every year we lend our loyalty community a helping hand by gathering every relevant bit of customer engagement and loyalty data we can find. Since new data emerges all the time throughout the year, we update these statistics at least monthly, if not more often, so be sure to bookmark or subscribe to our email.
Note: the stats below and others from recent years can be found as always on our Ultimate Collection of Loyalty Statistics. As we've done in years past, we'll continue to provide a link back to the original source of the data for your convenience. And if you have relevant information you'd like us to include, don't hesitate to drop it in the comments.

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2019 Customer Engagement & Loyalty Stats

  • The best ways to engage consumers are:
    • Surprise offers or gifts for being a customer (61%)
    • More convenient shopping process (50%)
    • Solving a problem or question (45%)
    • Recommending products based on needs (27%)
    • Keeping customers up-to-date on the latest news and products (23%)
    • Welcoming customers when they visit (20%)
    • Engaging customers on social media (9%) (HelloWorld)
  • 77% of brands could disappear and no one would care (Havas)
  • Brands trending well in customer loyalty include: Airbnb, Netflix, Waze, Lyft and Nike (Bond Brand Loyalty)
  • One third of those ages 23-38 are quick to drop a brand that doesn’t meet expectations (Brightpearl)
  • Brands spend up to 11 times more on recruiting new customers than retaining existing ones (Brand Keys)
  • A loyalty increase of 7% can boost lifetime profits per customer by as much as 85%, and a loyalty increase of 3% can correlate to a 10% cost reduction (Brand Keys)
  • Consumer expectations for trust increased across all product and service categories and brands by an average of 250% year-over-year (Brand Keys)
  • 77% of consumers crave free products (HelloWorld)
  • 75% of consumers expect discounts/offers (HelloWorld)
  • 66% of consumers want free samples and 57% want free services (HelloWorld)
  • 41% of consumers welcome opportunities to win something and 32% like surprises from brands (HelloWorld)
  • The top mobile tactic that marketers plan to implement in 2019 is providing offers and discounts exclusive for mobile users to boost sales (RetailMeNot)
  • The three most important aspects of customer service are a fast response, knowledgeable service agents, and a quick resolution to the issue (Loyalty360)
  • 95% of customers are looking for some degree of proactive communication from the companies with which they do business (Loyalty360)
  • 95% of customers are interested in some degree of proactive communication from companies they buy products and services from (Loyalty360)
  • 38% of customers want a moderate amount or lots of proactive communication, and another 37% want occasional proactive contact that is tailored to them (Loyalty360)
  • When asked how their customer service measures up, 71% of business leaders think they provide better customer service than their competitors (Loyalty360)
  • 63% of customers say that organizations should make getting to know them better a top priority (Loyalty360)
  • Nearly two-thirds of customers feel confident in how well organizations understand them (Loyalty360)
  • There’s a 24% gap in what customers think vs. businesses in how well they understand consumers (Loyalty360)
  • 89% of customers say that a company providing poor customer service damages their impression of the brand (Loyalty360)
  • 46% of customers will tell people they know if they’ve had a poor customer experience when making a purchase, and 44% will stop the purchase and seek a different provider (Loyalty360)
  • 75% of customers have stopped using an organization’s services because of a poor service experience (Loyalty360)
  • 35% of business leaders believe their organization loses customers all the time or regularly due to poor service (Loyalty360)
  • 33% of customers strongly agree customer service quality is a major determining factor of loyalty, 44% agree, 20% are neutral and 2% disagree (Loyalty360)
  • 65% of consumers said the quality of customer service is a factor when deciding where to make their purchases (ICSC)
  • 67% of consumers said good customer service encourages them to stay longer and/or spend more money (ICSC)
  • 57% of people would pay more for an item or service if they know they will receive good customer service (ICSC)
  • 73% of consumers said receiving good customer service from a retailer increases the likelihood they will spend more money than they had planned (ICSC)
  • Nearly 60% of consumers are more satisfied with customer service in-store than online (ICSC)
  • 62% of consumers ranked friendly and/or knowledgeable employees as the most important aspect of in-store customer service, followed by the ability to easily find items (59%) and speed and ease of checkout (59%) (ICSC)
  • 55% of consumers believe the most important aspect of online customer service is speed of delivery services offered, followed by the ability to easily find items (49%) and flexibility of return/exchange policy (45%) (ICSC)
  • Brands seen as meaningful and viewed as making the world a better place have seen their wallet share multiply by 9, and see a 24-point greater purchase intent (Havas)
  • 56% of consumers aren’t confident brands have their best interest in mind when they use, share or store personal data (Acquia)
  • 78% of consumers don’t think brands should be using personal data to market products to them, yet 75% agree that if a brand understands them at a personal level they are likely to be more loyal (Acquia)
  • 93% of businesses with advanced personalization strategies increased their revenue last year (Monetate)
  • 77% of businesses that exceeded their revenue goals in 2018 have a documented personalization strategy, while 74% have a dedicated budget for it (Monetate)
  • 86% of companies that achieved higher return on investment themselves said that personalization activities accounted for 21% or more of their marketing budgets (Monetate)
  • Companies reporting the highest ROI from personalization programs were shown to be twice as likely to name customer lifetime value as a primary business objective than those who achieved lower ROI (Monetate)
  • 63% of consumers expect personalization as a standard of service and believe they are recognized as an individual when sent special offers (RedPoint Global)
  • 34% of consumers said it was frustrating when they were sent an offer for a recently purchased item, offers that aren’t relevant (33%), or when a brand fails to recognize them as an existing customer (31%) (RedPoint Global)
  • Consumers prefer personalized rewards for their loyalty to a brand, with 68% indicating they would shop at a store offering them over one that did not (BRP consulting)
  • 54% of customers are willing to share personal information with companies if it will be used to create a personalized experience (RedPoint Global)
  • 36% of millennials and 29% of gen Z often use coupons (Numerator)
  • Two-thirds of Gen Z consumers said their impression of a brand is positively impacted by its association with a social cause, and 58% report such an association could spur a purchase (DoSomething Strategic)
  • 12% of Gen Z consumers have a top-of-mind association between brands they know and a social cause (DoSomething Strategic)
  • Aiding awareness by providing a list of social causes to survey takers brought cause association up to 24% (DoSomething Strategic)
  • Brands with the highest correlation to a social cause were Savage & Fenty, Dove, Fenty Beauty and Nike, while Loft, StitchFix, Coach and DSW had the lowest (DoSomething Strategic)
  • 67% of customers say their standard for good experiences is higher than they’ve ever been (iperceptions)
  • 76% of customers say they expect companies to understand their needs and expectations (iperceptions)
  • 64% of customers find the customer experience more important than price when purchasing something (iperceptions)
  • $98 billion is left on the table every year by companies who fail to provide simple experiences (iperceptions)
  • An estimated $1.6 trillion is lost every year in the U.S. as a result of poor customer service (iperceptions)
  • Experience-driven businesses have an average annual revenue growth rate of 15% vs. 11% for other companies (iperceptions)
  • 67% of customers say they will pay more for a great experience (iperceptions)
  • 56% of consumers say the overall enjoyment of the purchase experience is important in their decision to buy a product or service (iperceptions)
  • 74% of consumers will likely switch brands if they find the purchasing process too difficult (iperceptions)
  • 32% of consumers stop doing business with a brand they love after only one bad experience (iperceptions)
  • 57% of consumers have stopped buying from a company because one of their competitors provided a better experience (iperceptions)
  • 64% of consumers are more likely to recommend a brand to others if it offers a simpler experience and communications (iperceptions)
  • Half of experience-driven businesses see increased advocacy as a result of their experience investments (iperceptions)
  • 71% of consumers recommend a product or service because they received a great experience (iperceptions)
  • Experience-driven businesses report between 1.6x-1.9x higher YoY growth in customer retention, repeat purchase rates, average order value and customer lifetime value than other companies (iperceptions)
  • 91% of consumers suggest that omnichannel experiences are either important or critical, with 29% suggesting that companies should be where I want, when I want, ready to share and communicate how I expect (CMO)
  • 78% of baby boomers said the frustration from restarting conversations with a brand through a new channel has led them to question why they do business with the brand at all (CMO)
  • 4 out of 5 people are more likely to engage with a brand that offers incentives (Loyalty360)
  • 66% of consumers said owning a company’s stock increases the likelihood of buying products from that company (Loyalty360)
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2019 Loyalty Program / Loyalty Marketing Stats

  • People belong on average to 14.8 loyalty program memberships, but are only active in 6.7 of them (Bond)
  • 73% of consumers are more likely to recommend brands with good loyalty programs (Bond)
  • 79% of consumers say that loyalty programs make them more likely to continue doing business with brands (Bond)
  • 66% of consumers modify their brand spend to maximize loyalty benefits (Bond)
  • 57% of 25-34 year olds, 43% of those ages 18-24, 66% of 35-44 year olds, 71% of 55-64 year olds and 65% of 65 years and older participated in at least one loyalty program (YouGov)
  • 68% of females and 59% of males participated in at least one loyalty program (YouGov)
  • 65% of Gen Z and 71% of Millennials are highly influenced by loyalty programs (Bond Brand Loyalty)
  • 44% of loyalty program members indicate they are very satisfied with the program, down from 47% in 2018 (Bond)
  • Four out of five top drivers of member satisfaction and engagement are related to the experience (Bond)
  • Loyalty member satisfaction is highest in the category sectors of credit cards, gas/convenience and cruise line (Bond Brand Loyalty)
  • Top five drivers of member satisfaction are: meets needs, enjoy participating, makes brand experience better, consistent with brand expectations, and rewards/benefits are appealing (Bond)
  • Some of the top loyalty programs based on overall member satisfaction over last year include: Amazon Prime, Alaska Air Mileage Plan, Nordstrom Nordy Club, Hilton Honors and Domino’s Piece of the Pie Rewards (Bond Brand Loyalty)
  • Loyalty member satisfaction is lowest in the category sectors of retail apparel, car rental, and hotels (Bond Brand Loyalty)
  • 20% of loyalty members say they are very satisfied with the level of personalization they get from their loyalty programs, and 24% say programs keep their preferences up to date (Bond Brand Loyalty)
  • When personalization is done well, there is a 6.4x lift in member satisfaction with the loyalty program (Bond Brand Loyalty)
  • Successful execution of loyalty program communications can result in up to 10x lift in personalization (Bond Brand Loyalty)
  • 59% of Gen Z and younger Millennials are comfortable with programs capturing their information in exchange for authenticity, purpose and meaning (Bond Brand Loyalty)
  • 52% of Gen Z and younger Millennials are willing to pay a fee to receive enhanced benefits from loyalty programs (compared with 43% of consumers in general) (Bond Brand Loyalty)
  • 71% of Americans would be less likely to join a rewards program that collects personal information and 27% said they would be much less likely to join (Harris Poll)
  • 76% of consumers would be more likely to join a program that required just their name and phone number (Harris Poll)
  • 27% of Gen Z and younger Millennials save their card in their smartphone’s digital wallet and show it to receive benefits or make purchases (Bond Brand Loyalty)
  • 58% of Americans are less likely to join a customer loyalty program that requires an app download to access benefits, with 26% saying they would be much less likely to join (Harris Poll)
  • 79% of consumers would be more likely to join a loyalty program that does not require a card (Harris Poll)
  • The main reasons people participate in loyalty programs include: receive discounts/offers (43%), earn free products (27%), access to exclusive rewards (10%), and members-only benefits (9%) (HelloWorld)
  • 5% of consumers sign up for loyalty programs to stay connected to a brand they love (HelloWorld)
  • Loyalty members don’t like: when it takes too long to earn a reward (54%), when it’s too difficult to earn a reward (39%), receiving too many communications (36%), rewards that aren’t valuable (32%), and worrying about the security of personal information (29%) (HelloWorld)
  • 53% of loyalty program members say game mechanics would make the program more enjoyable, and when gamification is present, 81% of members take advantage of it (Bond Brand Loyalty)
  • 56% of loyalty programs employ game mechanics (Bond Brand Loyalty)
  • When loyalty programs use gamification, programs see an almost two-fold (1.7x) lift in enjoyment (Bond Brand Loyalty)
  • 60% of loyalty program members expressed interest in partnerships introduced to them through their loyalty programs (Bond Brand Loyalty)
  • 27% of loyalty program members say their program has a partnership, and 75% find the partnership appealing (Bond Brand Loyalty)
  • 78% of loyalty programs offer experiential rewards compared to 61% last year (Gartner)
  • Nearly all loyalty programs offer monetary benefits, ranging from product discounts to cash rewards (Gartner)
  • Free standard shipping is a growing monetary loyalty benefit, with 49% of retailers offering it over 39% last year (Gartner)
  • Adoption of loyalty programs grew 13% over last year, specifically across the activewear, big box and department store sectors (Gartner)
  • The member experience accounts for almost 75% of driving member engagement (Bond)
  • 25% of loyalty program members agree that the program interacts with them through the right channels, resulting in an 8.6x lift in personalization (Bond)
  • 22% of loyalty program members agree that the program interacts with them at the right place, resulting in a 6.8x lift in personalization (Bond)
  • 22% of loyalty program members agree that the program interacts with them at the right moments, resulting in a 10.1x lift in personalization (Bond)
  • 22% of loyalty program members agree that the program interacts with them using the right messages, resulting in a 7.2x lift in personalization (Bond)
  • 69% of loyalty program members said it would be appealing to have the ability to use points to pay for a pre-selected reward once you accumulate required points (Bond)
  • 67% of loyalty program members said it would be appealing to have the ability to use points to pay for an upcoming purchase you intend to make (Bond)
  • 52% of loyalty program members said it would be appealing to have the ability to use points to pay for recurring purchases (Bond)
  • 84% of all loyalty program members have made redemptions, and there is a 1.6x lift in satisfaction among redeemers vs. non-redeemers (Bond)
  • 53% of loyalty program members say they are interested in using game mechanics (Bond)
  • 62% of Gen Z and 67% of young Millennials are highly influenced by loyalty programs (Bond)
  • 41% of Gen Z and 44% of younger Millennials are very satisfied with their loyalty programs (Bond)
  • Gen Z and younger Millennials are 20% more comfortable than the average American with the information loyalty programs collect from them (Bond)
  • 32% of loyalty program members strongly agree the program makes their brand experience better (Bond)
  • When loyalty programs make the member experience with the brand better, there is a 9.2x lift in satisfaction, a 7.3x lift in good word-of-mouth, a 10.4x lift in retention, and 6.8x lift in spend (Bond)
  • 58% of consumers currently belong to a premium program while 65% of those who belong to a paid loyalty program plan to join additional programs in the next year (Loyalty360)
  • 31% of consumers say they have yet to join a paid loyalty program because the retailers they shop with don’t offer them (Loyalty360)
  • 87% of consumers who are satisfied with the special benefits offered by a retailer’s paid loyalty program will likely choose that retailer over a competitor that is offering a lower price (Loyalty360)
  • 84% of consumers are likely to recommend a retailer to friends or family when the retailer offers a paid loyalty program with benefits that are valuable (Loyalty360)
  • 15% of consumers use 100% of their free programs on a monthly basis vs. 29% of paid programs (Loyalty360)
  • 18% of consumers use 75% of their free programs on a monthly basis vs. 14% of paid programs (Loyalty360)
  • 31% of consumers use 50% of their free programs on a monthly basis vs. 24% of paid programs (Loyalty360)
  • 32% of consumers use 25% of their free programs on a monthly basis vs. 28% of paid programs (Loyalty360)
  • 4% of consumers use none of their free programs on a monthly basis vs. 5% of paid programs (Loyalty360)
  • More than 71% of consumers who do not currently belong to a premium loyalty program would join one if their favorite retailers offered them and the benefits were valuable (Loyalty360)
  • 73% of consumers are likely to invest in a retailer’s paid loyalty program if they already belong to that retailer’s free loyalty program (Loyalty360)
  • 15% of consumers expect to see benefits from paid loyalty programs every day, every few days (24%), once a week (22%), once every few weeks (17%), once a month (16%), less than once a month (7%) (Loyalty360)
  • Factors influencing consumers’ decisions to renew paid loyalty programs: frequency of benefits (40%), cost (39%), length of commitment (8%), degree of personalization (7%) and degree of exclusivity (6%) (Loyalty360)
  • 67% of consumers said instant discounts that can be used whenever you shop would motivate them to invest in paid loyalty programs, followed by faster/free shipping (61%), free giveaways (56%), surprise rewards (49%), exclusive deals (43%), faster shipping (38%), personalized offers (30%), exclusive in-store experiences (22%), and exclusive access to in-store events (21%) (Loyalty360)
  • 9% of consumers said that nothing would motivate them to invest in a paid loyalty program (Loyalty360)
  • 54% of consumers would be willing to join a paid loyalty program for grocery, gas (40%), entertainment (38%), clothes/accessories (34%), health & beauty (30%), travel & hospitality (24%) and furniture (11%) (Loyalty360)
  • 20% of consumers say they wouldn’t pay for loyalty in any industry (Loyalty360)
  • 45% of consumers are willing to pay less than $50 a year for premium loyalty, and 23% would pay between $50-$100 (Loyalty360)
  • 71% of millennials say their loyalty is more difficult for a retailer to maintain than ever before vs. 68% of non-millennials (Loyalty360)
  • 80% of millennials say they would be willing to join a paid loyalty program if their favorite retailers offered them and the benefits were valuable vs. 68% of non-millennials (Loyalty360)
  • 50% of millennials expect to receive benefits from premium programs every few days vs. 31% of non-millennials (Loyalty360)
  • 41% of millennials use premium loyalty benefits at least every few days vs. 24% of non-millennials (Loyalty360)
  • 29% of millennials would definitely join another premium loyalty program if the benefits were valuable vs. 16% of non-millennials (Loyalty360)
  • 90% of millennials would choose retailers with premium programs they belong to over other retailers vs. 86% of non-millennials (Loyalty360)

2019 Retail Loyalty Statistics

  • Nearly 70% of consumers agree their loyalty is more difficult for a retailer to maintain than ever before (Loyalty360)
  • 88% of consumers agree retailers could do more to earn their long-term loyalty (Loyalty360)
  • 58.7% of internet users worldwide cited earning rewards and loyalty points as one of the most valued aspects of the retail shopping experience (iVend Retail)
  • 37% of customers prefer to consistently shop with the same retailer, up from 35% in 2018 (CCG)
  • When asked which factors would encourage them to select one retailer over another if access, products and price were equal, consumers’ top answers were: convenient shopping experience (45%), easy to make purchases (40%), positive shopping experience (39%), receive incentives to shop with that retailer (34%), and easy to make returns (32%) (CCG)
  • 63% of retail shoppers want instant rewards and discounts, 52% want surprise rewards and 39% want personalized rewards (HelloWorld)
  • 63% of CPG customers list instant rewards as what they want (HelloWorld)
  • 45% of millennials acknowledge they’re less loyal to retailers than a year ago (Brightpearl)
  • 69% of shoppers said that if a shopping experience is poor, they will never shop with the same online store again (Brightpearl)
  • The top consumer gripe with shopping experience is related to delivery and returns (Brightpearl)
  • 37% of retailers offer brick-and-mortar shoppers more personalized service as an incentive to identify themselves (BRP)
  • 22% of consumers prefer personalized service in exchange for surrendering their in-store privacy (BRP)
  • 34% of consumers prefer specialized offers, 27% product incentives and 26% credit toward future purchases in exchange for identifying themselves in-store (BRP)
  • 79% of consumers said personalized service is an important factor in determining where to shop (BRP)
  • 63% of consumers are likely to stop visiting a brick-and-mortar retailer if they have an unsatisfactory shopping experience (BRP)
  • Popular enhancements to the in-store experience for customers include invitations to special events (50%), personalized promotions (46%), personalized rewards (32%), preferred/first access to new products (21%) and special/preferred assistance from sales associates (18%) (BRP)
  • 72% of retailers do not have a process in place to notify associates when an identified valuable customer is in the store prior to checkout (BRP)
  • 87% of retailers say taking a stand on social issues is worth the risk and 83% believe not taking a stand can negatively affect their bottom line (RetailMeNot)
  • 61% of consumers will recommend brands that align with their social values (RetailMeNot)
  • 66% of shoppers say a free and easy returns policy is one of the top two aspects that would improve the experience, and 53% said a slow and expensive returns process would stop them from shopping with a retailer again (Klarna)
  • 78% of shoppers would buy more in the long run if retailers have free returns (Klarna)
  • 84% of shoppers will not come back to a brand if they have a poor returns experience (Klarna)
  • 75% of shoppers said that easy returns are an essential factor in their choice of retailer (Klarna)
  • 86% of shoppers said the option of free returns would make them loyal and more likely to keep coming back to a brand (Klarna)
  • 84% of shoppers want to be able to choose whether to return an item in-store or via post or pickup (Klarna)
  • 31% of shoppers would be more likely to buy something online if they had the opportunity to pay for it after trying it at home (Klarna)
  • 22% of millennials said offers and promotions on social media compel them to visit a website, compared to 29% of Gen X and 38% of baby boomers (Visual Objects)
  • The top reasons U.S. shoppers abandon a purchase online are because a retailer does not have a decent returns policy (36%) and the checkout process took too long (31%) (Klarna)
  • 61% of shoppers would stop purchasing from a retailer if it had flawed website functionality (Klarna)
  • 28% of retailers have a process in place to communicate their most valuable customers to an associate (BRP consulting)
  • 50% of consumers indicated they were willing to provide retailers with personal information if they receive meaningful and customized offers in return (BRP consulting)

2019 Travel Loyalty Statistics

  • 60% of travel customers want instant rewards, 59% want the ability to choose rewards, and 34% care about personalized rewards (HelloWorld)

2019 Restaurant Loyalty Statistics

  • No stats yet. Check back soon!

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2019 Bank & Financial Loyalty Stats

  • 60% of credit card holders like instant rewards/discounts and the ability to choose rewards (HelloWorld)
  • 34% of credit card holders like personalized rewards (HelloWorld)

2019 Member and Subscriber Engagement & Loyalty Stats

  • 80% of U.S. consumers ages 18 and older say they’ve never subscribed to a subscription box service that regularly delivers health and hygiene products, beauty and cosmetic products (80%), groceries and meal kits (81%), and household goods (85%) (YouGov)
  • 47% of U.S. consumers ages 18-34 say they are very likely or somewhat likely to consider subscribing to at least one subscription box service (vs 33% of all U.S. adults) (YouGov)
  • The top perceived potential benefit of subscription boxes among all consumers is that they save time from shopping (48%) (YouGov)
  • Popular advantages of subscription boxes among consumers include never running out of a product they need (39%), and not having to remember to manually buy products themselves (33%) (YouGov)
  • Consumers ages 18-34 are slightly more likely than the average American adult to think subscription boxes are good for simplifying their budget (26% vs. 18%), saving money by subscribing in bulk (36% vs. 29%), and providing the ability to try new products they wouldn’t have otherwise (26% vs. 20%) (YouGov)
  • 53% of shoppers worry it would ultimately cost more money to have a subscription box than not (YouGov)
  • 42% of shoppers ages 18-34 say they consider not using products quickly enough from subscription boxes a potential drawback (vs. 52% of the general public) (YouGov)

2019 B2B Loyalty Stats

  • A brand’s business value has a 21.4% impact on perceived benefits, while personal value has a 42.6% impact (Loyalty 360)
  • 90% of B2B and consumer audiences agree that brand experiences delivering stronger personal interactions offer more compelling brand engagements (Loyalty 360)
  • About 85% of B2B decision makers start the buying process after a referral from a friend or colleague (Loyalty 360)
  • 88% of B2B content marketers agree that creating content makes their audience view their organization as a credible and trusted resource (PointVisible)
  • 81% of B2C content marketers are concerned with creating content that builds loyalty with existing customers (PointVisible)
  • 54% of B2B content marketers have built loyalty with existing clients by using content marketing successfully in the last 12 months (PointVisible)

Topics: customer loyalty

Written by: Ashley Autry

Ashley Autry is a Marketing Professional at Access Development. She's an expert proofer, gatherer of loyalty stats, research guru, writing queen, and overseer of various marketing projects.