Other CRM Analysis

🎯 Objective

Identify all the options available to analyze new product launches and/or campaigns. Standardize methodology across markets

Analysis Category	Objective	Example	Link to chart
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	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		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 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?	BK C - Black Cheese LTO	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