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Which analysis can we run?

• CRM Control Group Pre-Post: this proves the overall value of CRM (how do we impact same guests’ sales if we send communication vs if we don’t)

• CRM Behavior Trend: for the test group, affected by CRM communication, we should be looking at their average frequency and check on a monthly basis, to ensure that we are maintaining & sustaining the growth

• Specific Ad Hoc Campaign & Journeys Incrementality: on a single campaign and journey level, we will use the delta between test group conversion & control group conversion to understand the incrementality. This is helpful to assess the performances of a specific campaign, or incentive. Conversion is defined as loyalty online and/or in-store transactions in the next 5 days

• Overall Journeys & Ad Hoc incrementality: we will take the weighted average of the conversion delta between control & test group for all the ad hoc campaigns, as well as for the full journeys.

1. CRM Control Group Pre-Post:

Through this methodology, we want to measure the impact of Loyalty & CRM over total sales. On top of that, we want to isolate the impact of CRM from the one of loyalty

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. This proves the overall value of CRM (how do we impact same guests’ sales if we send communication vs if we don’t)

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Methodology

Create 2 control groups:

• Control group for opted in people, to measure CRM incrementality over total sales

• Control group at campaign level, to assess efficacy of individual campaign & incentives and optimize the CRM strategy

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How to set up the groups

1, Open your Braze account and click on Segments

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• Test: 10k

• Control: 1K

Unique per week

Events Total

Monetary Value

Frequency = events total by week by cohort / fixed cohort size

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Monetary value = frequency x check

2. CRM Behavior Trend

We want to monitor the evolution, for both check & frequency, of our test group to ensure that, through activations, we are sustaining growth month over month

Methodology

Check test group frequency, and check, on a monthly - weekly basis

Example: https://analytics.amplitude.com/burgerkinguk/notebook/qk83d5g/breadcrumbs/chart/wxgl7wc/edit/2gs1j4j

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3. Specific Ad Hoc Campaign & Journeys Incrementality:

We want to understand the impact of specific journeys or initiatives on overall conversion & user engagement. This can help us identify where we should allocate our resources and which are the initiatives that drive sales within the overall CRM strategy

Methodology

Each campaign has a control group. Note: The control group for journeys is 10%, the control group for ad-hoc campaigns is 5% (as they have a broader audience reach). The control group does not receive any communication from that specific ad hoc campaigns or journey.

Therefore, we can compare the average conversion rate (online or in-store loyalty transaction) in the next 5 days for the 2 groups. The delta between test & control is the incremental sales

CRM Campaign or Journey Incrementality:

% incremental conversion = % conversion rate test group - % conversion rate control group

On top of that, we should also monitor the average check of test group vs control group to understand the $ value of the campaign.

Incremental value:

$ value = (% incremental conversion)*($ average check test group - $ average check control group)*(average check)

This information is available here: add nena's dashboard once ready

4. Overall Ad Hoc Campaign & Journeys Incrementality:

It applies the same methodology listed above (so delta between test & control for both conversion rate and check) but instead of doing it on a campaign level, we will implement it on:

• Weighted average for all ad hoc campaigns incrementality

• Weighted average for all journeys incrementality

Example:

The impact is the weighted average (weighted for the people who received the campaign) of conversion, and check, for all the campaigns & journeys.

Deployment

The methodology has been deployed in:

EMEA:

• BK UK

• BK DE

• BK NL

• BK CH

• BK AT

• BK France (partially)

APAC:

• BK Korea

• BK NZ

LAC

• BK Mexico