Marketing Analytics: Using Data at Dunkin' to Grow Revenue
Stephanie Meltzer-Paul, former Senior Vice President of of Digital, Loyalty, and Customer Relations for Dunkin' US, explains how, why, and when marketers should use data to inform decision-making and strategy. Meltzer-Paul introduces listeners to the concept of "fantastic failures," and how marketers should derive valuable lessons from what consumers don't like, using different metrics of mobile purchasing behavior to create more effective and focused engagement with consumers. Meltzer-Paul shares an example of how Dunkin' successfully used metrics of rewards customers' time and type of purchase to create afternoon "bounce back" visits at Dunkin' franchises.
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