According to The Business Research Company’s research report on the loyalty management market, investing in analytics and business intelligence tools for relevant rewards and incentive schemes is gaining popularity among loyalty management market trends. Companies in loyalty management are investing in analytics and business intelligence tools for a targeted customer approach. Collecting engagement data throughout a company’s clients' buying journeys can help the company gain a better understanding of how they behave and how to communicate with them most effectively. For instance, in May 2021, US-based software company, Salesforce, introduced new CDP (Customer Data Platform) improvements to guarantee that customer data becomes smarter and more linked, making it simpler for businesses to act on it in a more trustworthy manner