Yum Brands cooks up a seamless customer experience—way to go!

Published: July 07, 2023

min read

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.

What will be the implications of an AI-powered CDP’s partnership for businesses?

In this competitive digital market, brands cannot afford to miss any potential opportunity that can drive their visibility and amplify their sales. From the metaverse to generative AI, the evolution has been constant, and businesses have no other options but to run along at its pace to keep up with trends, connect with their audiences, and stay ahead of the race.

Given that, we see Yum Brand’s step towards integrating with AI-powered CDP—even though it is a company that prefers to build its own in-house tools—as a profitable and much-needed strategy for various reasons.

  • As AI can analyse huge volumes of customer data, it will help businesses easily uncover patterns and trends that are yet to be found. This way, it can assist Marketing teams in getting comprehensive insights into every single customer’s behaviour, purchasing patterns, interests, and behaviours. Which, in turn, can help them create more targeted and personalised marketing campaigns and improve customer engagement.
  • For a company like Yum that runs multiple brands, the customer touchpoints are ample. Thus, while harnessing AI-powered customer data platforms, the marketing team’s complexity will get lighter to provide seamless and personalised experiences across various touchpoints, as it can help them identify areas for improvement and analyse feedback to optimise the customer journey. As a result, they will be able to improve their user experiences, reduce friction points, and drive conversions.
  • With AI-powered CDP, customer data will be continuously updated and adjusted based on real-time data. That is, as customer behaviours change, they will be automatically allocated to the most relevant segments. This way, marketing teams can ensure that their targeting efforts are more specific. Which, in turn, can increase the likelihood of audiences engaging with the campaigns and boost conversion rates.
  • With a comprehensive view of each customer interacting with their brands, businesses will be able to identify high-value customers and those who are at risk of churning. This helps them significantly to address customer concerns, increase customer retention, and foster long-term loyalty.

Long story short, we believe Yum Brands has made the right move at the right time. The AI-powered CDP’s partnership will bring more power to their marketing teams and drive the brands’ efficiency to provide meaningful customer experiences and gain customers’ love.


Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.


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