Guest Column: Predictive personalisation - offering customers what they want
Gaining a better understanding of customer preferences can enable the delivery of personalised services that will lead to greater customer satisfaction, says McDonald's Rameet Arora
As the science of data analysis becomes more cost efficient and sophisticated, and consumers generate more measurable data than ever, brands will increasingly be able to predict what a customer needs or wants – and will therefore, be able to tailor their products and communications very precisely. It is interesting to study how McDonald’s has used the concept of predictive personalisation and given it new connotations.
The world over, McDonald’s is known for its focus on standardisation – in terms of quality and type of foods that it makes available to its customers. Yet, in many parts of the world, it has successfully used data to analyse and predict ways of melding international tastes with local cuisines – in the process creating innovative menus that over time have grown to become icons in their own right.
Gaining a better understanding of customer preferences can enable the delivery of personalised services that will lead to an increase in customer satisfaction and thereby, improving customer loyalty. Global brands such as McDonald’s have taken the casual, functional eating occasions to a new level altogether. At a cross-cultural platform, they have brought in standardisation of products and services, hygiene, transparency of process, branding and a very contemporary ambience – all this at great value.
Today, as innovations in menu are rolled out quicker than ever before, and greater value is offered to customers, food retailers will need to heighten their speed to market in order to establish themselves as leaders in an already crowded market space. Most food retailers are cognizant of this situation and those hoping to keep pace with today’s consumers require the foresight to consolidate necessary data and optimise operations for quick decision-making around marketing, promotions and merchandising – often in real-time, to successfully obtain and retain customers.
While using data to undertake predictive marketing, it is important for organisations to trade on the strength of its brand to retain a certain consistency, while simultaneously bringing new innovations to customer experience and offering a heightened value proposition. The fact that things are coming in more real-time makes the predictive models more accurate, and that’s a great advance. When we went from postal mail surveys to Internet-based surveys, we gained a lot of accuracy, because we could get those answers sooner.
At McDonald’s, we use data to make product-related decisions about promotions, pricing and location in the stores. We also use predictive data to ensure that we give our customers what they need – the now iconic McAloo Tikki Burger and the introduction of paneer into our menu were decisions taken post intensive customer feedback and review. Today, our McAloo Tikkis are being exported to markets such as the Middle East, which house large Indian populations.
We use predictive analytics to study how the introduction of a new addition to our menu affects sales in one store before introducing the product to the entire chain. The analytics also allows us to examine performance of the product/ promotion in isolation as well as gauge its impact on the category. For example, were we able to bring in new or more customers than before? The analytics can go a step further by providing information on the role the new product plays in the customer’s overall menu choices. “Am I getting customers to add-on a drink or upgrade to a larger meal?” The new product could be driving loyalty, particularly if it’s not available elsewhere.
Today, consumers are more empowered than ever before as they incorporate new technologies and actionable information into their daily lives. With the Internet and social media, consumers now have instantaneous access to a wealth of content about retailers and their products. This gives them the power to seek a more personal and smarter dining out experience. Organisations should be able to harness this information and use it to ensure that customers get what they want, whether in terms of products, services or communication. And thereby, making the brand truly come closer to the customer.
The author is Senior Director - Marketing, Communications & Menu Management at McDonald’s HRPL.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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