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🤝 Introduction

Through our Digital App, Tim Hortons (“TH”) gathers a significant amount of data on loyalty guests, including purchasing and traffic information. From a data analytics perspective, this data is predominantly utilized by the Digital Loyalty Analytics team. When examining the performance of new products following introduction to market, the Category Management team typically makes use of system-wide data and, using this, is able to analyze performance metrics based on these macro performance metrics. However, the lack of guest-level data prevents the wider organization, including Category Management, from gaining a deeper understanding of uptake of the new product, as guest level data is relatively inaccessible to these teams. For example, teams are unable to examine the critical measure of rates of repurchase of a product, as they are unable to track guest-level purchases. The availability of this data would allow Category to track guest level purchases, and importantly, repurchase behaviour.

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