Yum! Brands Advances Ongoing Data Strategy to Enhance Customers' Digital Experiences

Yum! Brands, Inc. has announced the latest step in the Company’s strategy to enhance the digital experiences of customers by selecting Treasure Data™ as its Customer Data Platform provider to help drive customer acquisition, growth and retention.

Many Quick Service Restaurants (QSRs) have unknown diners in their customer base, and being able to personalize marketing to them is important in order to increase brand loyalty and frequency. Treasure Data’s advanced AI and machine learning capabilities can provide rich, actionable insights that deliver engaging, personalized content to customers.

The Treasure Data Customer Data Cloud is designed to unify all first-, second- and third-party data, creating a single view of a customer across multiple brands. The data unification and enrichment are designed to help discover unknown audiences and will assist in achieving a centralized view of customer data across the Yum! Brands concepts.

“This is the latest advancement in our strategy to drive toward enhanced digital experiences and deliver exceptional value to our customers, as the company remains focused on our vision to have 100% of sales powered by digital,” said Cameron Davies, Chief Data Officer, Yum! Brands by adding that treasure data’s state-of-the-art CDP solution brings unparalleled capabilities to unify, manage and activate customer data across our four brands and third-party platforms, empowering our ability to gain deep insights into customer behavior and preferences.

Powered by its global scale, Yum! Brands is investing in technologies that enable easy experiences for customers, easy operations for restaurant teams and easy insights to drive outsized growth. The company’s strategy is to build in-house, acquire or partner on technologies that provide a strategic advantage. While Yum! is focused on owning the majority of its tech solutions, it does partner with select third-party tech providers like Treasure Data.

“Yum! has built some of the most loved and trusted brands in the world, and they know the importance of understanding customer needs,” added Kazuki Ohta, CEO and co-founder, Treasure Data.