With the growing number of platforms in the digital realm, the customer touchpoints are just multiplying for businesses to focus on. This advancement, on the one hand, increases the customer’s expectations and, on the other hand, makes the marketing teams work more complex.
This puts businesses in a position to find a potential option to combine and organise their complete customer data to get a single view of each customer in order to reap the best of their marketing efforts. And for which brands widely seek CDP.
Yum Brands recently announced a collaboration with Treasure Data, a CDP, to integrate all its data sources to create a single view of a customer across multiple brands. Needless to mention, Yum! Brands is the parent company of collected brands such as KFC, Taco Bell, Pizza Hut, and The Habit Burger Grill.
Yum specifically mentioned Treasure Data's artificial intelligence and machine learning tools as being especially helpful for enhancing promotional efforts to drive speed and spend. The press release did not mention and neither of the businesses responded swiftly to an ask for clarification on the type of AI tools and machine learning used by Treasure Data's customer data platform.
This collaboration expands on Yum's present digital-first strategy. Treasure Data can reduce the number of "unknown diners" who consume at Yum's restaurants by collecting data from multiple channels. Considering the significance of LTOs and customer engagement via engaging marketing campaigns to Yum's overall business plan, the Treasure Data partnership fits the company's strategy perfectly.
The press release states that although Yum generally prefers to develop its tech solutions in-house, it collaborates with specific third-party tech providers like Treasure Data.