AI Assistant (Leat MCP)
July 20
→
Incentive ROI
Know what every euro of incentive actually brought back. Calculate return on what an incentive caused and cost on what it fully cost, points liability included, and express it per incremental outcome. Because both halves of the ratio are honest, the number holds up the first time someone in finance checks it.
Return is incremental revenue and incremental margin, from incrementality measurement: the purchases that happened because of the incentive, against a holdout. Cost is everything the incentive cost: voucher face value, the value of points issued, the cost price of a product reward, fulfillment, and the channel. Both halves are honest, so the ratio is.
Cost per incremental visit. Cost per incremental order. Cost per retained customer. Cost per new member. Expressed per outcome, a stamp card and a win-back voucher and a referral reward become comparable, even though they do different things and cost different amounts. The question shifts from whether a mechanic worked to whether it was the cheapest way to get the result.
Every mechanic, campaign, and journey in one table, ranked by return and by cost per outcome, by segment and location. What pays back and what doesn't. What paid back last quarter and stopped. The mechanic that's expensive in one region and efficient in another. The program stops being a single budget line and becomes a portfolio whose parts can be seen and compared.
ROI by mechanic and segment is what budget reallocation reads when it moves spend toward what's performing. It's what margin-aware decisioning draws on when it weighs an incentive's cost against its likely return for a customer. And rolled up, it's the program's P&L: what loyalty cost this period, what it returned, and the difference, reported to finance in the terms finance uses.
Promotion governance
Hold eligibility, spend, and frequency limits in one place and apply them before any incentive is issued
Location budget management
Give every site or franchisee an allowance that operates inside the group cap
Margin-safe promotions
Run offers that can't combine into a loss
Program integrity
Keep stamps, points, and rewards worth what they're meant to be worth
Program change management
Change a rule once and have every campaign, channel, and decision honor it
