Although companies are sitting on a gold mine of customer data, new research indicates brands are not leveraging that information as a strategic asset to build and measure customer loyalty.

That was one of the primary findings that emerged in a joint research report titled "Making Every Interaction Count: How Customer Intelligence Drives Customer Loyalty" issued by loyalty marketers association Loyalty 360 and marketing services and technology company Acxiom at this week's Loyalty Expo in Orlando, Fla.

In a survey of 129 B2C and B2B companies conducted last month, approximately 84.5 percent of respondents report using customer retention marketing strategies, but less than half actually believe their strategies are working. About 5.4 percent admit they do not evaluate customer retention efforts at all...