Engagement - Getting Started
- Silva, Carlos
- Elleni, Anna
Contents
What is Engagement?
Engagement is a part of the RBI Platform that allows Franchisees to reach guests and bring them back to the brand, keeping them engaged and increasing sales. Engagement does this by providing insights into guest behaviour and running targeted marketing campaigns based on that behaviour.
The Engagement product consists of a combination of industry-leading tools:
Vendor | Tool | What it solves? |
|---|---|---|
Consumer Data Platform | Store & Organize all data collected across sources in one single user profile. It serves as an infrastructure layer that syncs data across all components. | |
Consumer Relationship Management | Automate the interactions (e-mail, push notification, SMS, in app messages) we have with our customers | |
Advanced Analytics | Analyze and understand our app/web traffic, customer behavior and preferences | |
Deep Linking & Attribution | Create a seamless connection between our customers and the content we want to provide them. Attribute traffic generation from paid media campaigns | |
Gamification | Sas solution to run gamified marketing campaigns |
All of these tools come pre-integrated with each other and with the RBI Platform, meaning that Franchisees do not need to perform any technical set-up to get started. See the pre-requisites section below for more details.
Why Engagement?
CRM is designed to manage guest interactions and help building stronger relationships with individual guest and to provide a better guest experience. It involves collecting and analyzing data on guest behavior and preferences and using that information to personalize interactions and communications to provide a more tailored & personalized experience. CRM can drive recurrent incremental sales by building stronger relationships with guest, who become more loyal to the brand. Across the regions (EMEA, LAC, APAC) we have seen consistent, positive results, ranging from +5% to over +10% sales lift for users receiving communications compared to users who do not receive communications.
Having a way to automate the collection of data, ensuring we have a comprehensive view of customer interactions and the ability to engage the guests cross channels, while measuring real time the marketing effort, it’s the reason why a CRM Stack is needed.
Pre-requisites
To use Engagement, a Franchisee requires:
A contract with each of the tools listed above
Braze, Amplitude and mParticle are mandatory. All others are optional
Selected users with administrator access to each of the tools.
RBI has direct contacts with each vendor and will assist Franchisees with establishing a contract. Typically, vendors assign an account manager to the Franchisee and access can be requested directly to the account manager.
Please reach out to Javier Echeverria (jecheverria@rbi.com) or Anna Elleni (aelleni@rbi.com) if you are interested in getting in contact with any of the above listed CRM vendors
See also
Engagement - Event Tracking documentation about all the events that are captured by Engagement and made available via Amplitude.
Engagement - Data Flows documentation about how data flows across the multiple tools that make up the Engagement product.
Engagement - Other Integrations to learn about how to integrate the Engagement product with external services such as Google Tag Manager or Facebook.
https://rbictg.atlassian.net/wiki/spaces/IC1/pages/5325949156 to learn about the CRM services offered by RBI.