How Yum! Brands is using ‘real science’ to bolster consumer insight
The CMO of KFC and Pizza Hut’s parent company talks about the value of data and why Yum! Brands is acquiring AI consumer insight firm Kvantum.
Yum! Brands chief marketing officer Ken Muench bullishly says the fast food giant has taken its customer insights capabilities “to the next level,” with the acquisition of AI consumer data firm Kvantum.
Through the acquisition, the company hopes to boost media mix modelling, a data analysis technique to measure the impact of campaigns, with the addition of artificial intelligence and machine learning.
Algorithms are set to analyse transactions with dates, the weather and random events to apply “real science” and paint a clearer picture of what’s happening for its marketers.
“It does something that very few people are able to do in any retail organisation, which is understand with an immense amount of detail, what every single type of product and media is able to do for us across the board,” Muench tells Marketing Week.
