What a 515-Page Report Says About the Future of Loyalty

This month, WIRED published an article from a reporter who was shocked when he requested a copy of the data that McDonald’s stored on him from its loyalty program and received 515 pages back. It detailed every Monopoly prize he’d ever won, a predicted 2.16 visits over the next six weeks, an average order of $13.49, and a churn score of zero. In the end, he asked McDonald’s to delete his data and stopped eating there to see if he could prove the algorithm wrong.