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Jess Huang: This is a big, trending topic for companies. Predictive analytics can definitely help you refine and fine-tune the design of your loyalty program. It helps you better understand your different types of consumers, how much they’re spending, and how valuable they are to you. So it allows you to start thinking about how to migrate them up in value and decide which ones you are willing to spend more on.

Source: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/customer-loyalty-the-new-generation?cid=soc-app

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It refers to the types of customers. The same groups that were referred to by "they" twice in the previous sentence.

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