Abhishek Singh, head of marketing and new product development, Jubilant Foodworks (Dunkin Donuts and Emerging Business Unit) explored the topic of ‘Implementing Learning for Data Analytics’ for MarTech Asia 2020.
With a series of quotes in his arsenal, Singh pointed out how in current times, the realisation of data significance has led to a data collection race. Quoting Sherlock Holmes – ‘It is a capital mistake to theorise before one has data’, he stressed on the fact that collecting more data is not as important as it is to collect meaningful data. Human beings tend to jump to conclusions before even analysing the problem. The problem can only be validated by data.
‘We are drowning in information and starving for knowledge’ – in a world where an overwhelming amount of information is available to us, it is important to derive sense out of the data. Einstein once said, “Not everything that can be counted counts, and not everything that counts can be counted”. Distinguishing between relevant and irrelevant data is essential or is it as good as looking for a needle in a haystack? Singh reveals how his company works with data with three categories, namely: hygiene, hub and hero in order to differentiate between useful and irrelevant data. Hygiene consists of ensuring there is one reliable source of data for the company across departments and a synchronised customer view for running integrated campaigns. Once you have the data in place and can identify insights from data, you may have incremental business nudges in the Hub stage. The hero is the cutting edge technology.
The Hub stage consists of plotting customer volumes according to four parameters: custom frequency, day part consumption, category consumed, and bill per order. When these four data points are overlapped, you get remarkable insights. On plotting the data on an excel sheet, Singh’s team got 648 unique customer sets, which means customers in each set behave differently from others. On interpreting the data, they commissioned a research to understand the barriers and triggers for consumers. Through this exercise, they realised that the Dunkin burgers were too big in size and consumers wanted something lighter for breakfast, and added light, breakfast-friendly offerings to their menu which resulted in traction and increase in orders.
‘If you torture the data long enough, it will confess.’ Singh added that identifying customer insights from the data can help get incremental business by nudging the customers at the right time with the right kind of campaign.
Jumping straight to automated means doesn’t always work — data needs to be sliced and diced. The brand started off with manual data mining and manual implementation of marketing plans, and slowly moved onto semi-automatic means such as SMS, once they began to see traction.
Speaking about technology, as the hero, Singh spoke about the last few months and how business was adapting itself in a post-Covid era. When the pandemic hit, consumers became wary of entering stores. Dunkin put up a banner outside each store with a QR code that enabled customers to place an order and transact through a website. He also gave examples of Wow Bao and Zume Pizza in the United States, which have harnessed technologies such as facial recognition and oven equipped deliveries respectively to their advantage. Jack in The Box is going as far as delivering via robots.
Singh concluded the session by quoting Paul Gibbins, saying ‘The human side of analytics is the biggest challenge to implementing big data’ and stated that data will only be of best use when it complements emotions.
Watch BE+ | Way forward mantras for post COVID world | Leading marketing leaders like Deepa Krishnan, Anurita Chopra, Samir Singh to Santosh Iyer, across sectors in the special video series