Other CRM Analysis

1 Objective
2 Analysis

Objective

Guests data improve our analysis as they enable us to move from topline data based on overall product & stores sales only to richer data with granularity and guests-level insights.

The objective of this document is to identify all the options available to analyze new product launches and/or campaigns and standardize methodology across markets

Analysis

Analysis Category	Objective	Example	Link to chart

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 Do we manage to retain the new traffic?	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 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 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	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