Page Comparison

User Profile

• Understand if the sales are coming from new users or increased traffic

• Among existing users, identify people who authenticated for the first time

• Do we manage to retain the new traffic?

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BK CH - BK Days (Q3 QRM)

Whopper Campaign APAC

User Profile

Understand the profile of the user:

• who tried the product

• who were attracted during promo days

based on

•  Welcome survey (PMIX, profile, profession, channel preference)
•  Age (date of birth)
•  RFM Segment

BKCH - BK Days

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Chicken Gourmet - Korea

• Age

• RFM

• Welcome survey - still manual process

Transactional

Understand the user profile (activity rate, time of the day, service mode)

Split of guest by last active date

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Retention by guest profile

• Time of the day

• Service mode

User Behavior

Change of user behavior overall & by profile after buying a given product

•  Check, Frequency & Sales
•  Conversion by User Profile

Note: the base needs to be locked in the pre period

BK CH - BK Days (Q3 QRM)

BK C - 9.9 Mix & Match

Product

How did user consumption changed and how was PMIX affected? What were they purchasing before and after?

Product

• Do our guest enjoy our product enough to drive strong re-purchase?

• Map the different LTOs based on trial rate % and re-purchase rate %

BK C - Black Cheese LTO

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• Repurchase

Attractiveness

Trial rate: product incidence over the purchase in the period

Attractiveness

% of new users who purchased the product in the period

Guests' LTV

Measure lifetime value of the new users to evaluate traffic quality

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