Yesway, Yum! Brands, Shoe Carnival: A Data-Focused Strategy for Creating Brand-Obsessed Consumers
P&G, Yesway, Yum! Brands, and Shoe Carnival joined the loyalty conversation at this year’s Analytics Unite event in Chicago.
For Dittman, it all comes down to control of the data. While the brand knows it’s far more cost effective to continue with an existing consumer than obtain a new one, that measurement can be hard to control.
“At P&G, we put a lot of intellectual capital into synthetic control,” he said. “You run the risk of way overvaluing a loyalty program without putting statistical controls behind it.”