Yum Brands has partnered with Treasure Data to “unify all first, second and third party data to create a single view of customers across multiple brands,” the company announced Thursday morning. Such a perspective could be useful for targeted marketing across multiple chains.
Yam cited Treasure Data’s artificial intelligence and machine learning tools as particularly useful for improving marketing to drive frequency and spend. The press release didn’t specifically reveal, asking for clarification on what kinds of AI tools and machine learning are employed in Treasure Data’s customer data platform. did not respond.
“Treasure Data’s advanced AI and machine learning capabilities provide rich, actionable insights that deliver engaging, personalized content to customers,” the press release states.
This partnership builds on Yum’s existing digital-first strategy. By collecting data from different channels, Treasure Data can reduce the number of “unknown customers” ordering from Yum restaurants. Given the importance of customer engagement through his LTO and interactive marketing campaigns to Yum’s overall business plan, a partnership with Treasure Data fits well with the company’s strategy.
However, according to a press release, Yum has generally preferred to build its technology solutions in-house.
“While Tasty! focuses on owning most of our own technology solutions, we partner with select third-party technology providers such as Treasure Data,” the press release states. I’m here.
Yum isn’t the only company looking for external partners to manage customer data. Denny’s recently partnered with Olo as its platform for customer data, and then added personalized challenges to its loyalty program in June.
