Domino's Pizza 如何使用大數據

Bernard Marr, Big Data-Driven Decision-Making At Domino's Pizza, Forbes, APR 6, 2016.

Data captured through all its channels – text message, Twitter, Pebble, Android, Amazon Echo – to name just a fraction – is fed into the Domino’s Information Management Framework. There it’s combined with enrichment data from a large number of third party sources such as the United States Postal Service as well as geocode information, demographic and competitor data, to allow in depth customer segmentation.

“Ultimately we start to build this unified customer view, measuring consistent information across our operational and analytic layers,” Djuric says. “So this is now where we start to tell the story.” 

Information collected through the group’s point of sales systems and enrichment data add up to 85,000 data sources, both structured and unstructured, pouring into the system every day. 

The family or household is fundamental to Domino’s tactics for segmenting customers. “Pizza ordering is a household exercise,” says Djuric, “ 

“We have the ability to not only look at a consumer as an individual and assess their buying patterns, but also look at the multiple consumers residing within a household, understand who is the dominant buyer, who reacts to our coupons, and, foremost, understand how they react to the channel that they’re coming to us on.” 

This means that individual customers – or households – can be presented with totally different presentation layers than others – different coupons and product offers – based on statistical modelling of customers fitting their profile.