Yum Brands is partnering with Treasure Data to “unify all first-, second- and third-party data, making a single view of a customer across multiple brands,” the businesses announced Thursday morning. Such a perspective might be helpful in targeted marketing across multiple chains.
Yum specifically cited Treasure Data’s artificial intelligence and machine learning tools as particularly useful in improving marketing to drive frequency and spend. The press release didn’t specify, and neither company immediately responded to a request to make clear, which sort of AI tools and machine learning is employed by Treasure Data’s customer data platform.
“Treasure Data’s advanced AI and machine learning capabilities can provide wealthy, actionable insights that deliver engaging, personalized content to customers,” the press release states.
This partnership builds on Yum’s existing digital-first strategy. By collecting data from across channels, Treasure Data is able to reducing the variety of “unknown diners” who order from Yum’s restaurants. Given the importance of LTOs and customer engagement through interactive marketing campaigns, to Yum’s overall marketing strategy, the Treasure Data partnership aligns well with the corporate’s strategy.
But, in keeping with the press release, Yum has generally preferred to construct its tech solutions in-house.
“While Yum! is concentrated on owning nearly all of its tech solutions, it does partner with select third-party tech providers like Treasure Data,” in keeping with the press release.
Yum isn’t alone in in search of external partners to administer customer data. Recently, Denny’s partnered with Olo as its customer data platform before it added ahead personalized challenges to its loyalty program in June.
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