Yum Brands has selected Treasure Data as its customer data platform provider to help drive customer acquisition, growth and retention. California-based Treasure Data streamlines consumer data from throughout their digital journey – including social media, email click-throughs, online research, or customer support – to help drive engagement. It currently works with hundreds of companies in the CPG, retail, automotive, financial services, entertainment/media, and life sciences spaces, according to its website.
In a release, Yum Brands noted Treasure Data’s AI and machine learning capabilities, adding that they provide “rich, actionable insights that deliver engaging, personalized content to customers.” Yum said its centralized view of customer data will help the company discover “unknown audiences” across its 55,000-unit global system. Treasure Data’s AI-powered predications are also expected to enable the company to engage with customers across its brands’ loyalty programs and personalize campaigns and experiences just for them, ensuring they receive the right offers at the right time.
“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,” Cameron Davies, Yum’s chief data officer, said in a statement. “Treasure Data’s state-of-the-art CDP [customer data platform] 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. This CDP solution will enhance both our understanding and engagement with Yum’s customers, ultimately driving more personalized and unique interactions. We are excited to leverage our global scale to continue to make progress in the CDP space and unlock additional value while working with a company that shares our commitment to customer data safety, security and privacy.”
The Treasure Data partnership comes as Yum continues to build its technology capabilities through in-house builds, acquisitions, and similar partnerships. CEO David Gibbs has touted the benefits of the company’s scale in creating advantages, particularly in providing franchisees technology systems at a reduced cost. He has also hinted at the company’s use of AI, calling it a “big positive for the industry.” Yum has already been using AI to confirm order accuracy and improve product quality. The company is also examining Voice AI.
“AI is going to change how we run our business and all of the changes will be positive for the consumer and very positive for our franchisees and unit economics,” he said during a conference last month.
While Yum is focused on owning the majority of its tech solutions, including Kvantum, Dragontail and Tictuk, it also prioritizes partnerships with select third-party tech providers like Treasure Data. This strategy is part of Yum’s long-term objective to achieve 100% digitally-enabled transactions. CFO Chris Turner said such transactions create deeper relationships with guests, better experiences with both guests and team members and more value for franchisees and shareholders.
“We like everything about digital sales. It’s a win on all fronts,” he said during a recent earnings call.
Contact Alicia Kelso at [email protected]