Abstract: The research deals with the coalition loyalty programs performance estimation methods for partners companies. The Russian companies experience difficulties estimating this marketing instrument effect and effectiveness. The primary data shows that having such accepted performance indicators as retention, SHIFT and LIFT is apparently insufficient. In many cases, effectiveness for a company partner can be evaluated only indirectly through a specific effect. It required carrying out a resumptive analysis of requirements for coalition loyalty programs efficiency. The performed analysis of coalition loyalty programs suggests four requirement classes of partners companies to the coalition loyalty programs efficiency. Each of categories contains a number of indicators which make it possible to determine a common effect within the category. As a result, we propose coalition loyalty program efficiency estimation methods for a partner company based on the expert numerical scores of the program attractiveness including their weight values. The methods were tried and tested on the Russian participant company of the coalition loyalty program.