behavioral targeting with mc donald‘s quick mac · 2016-05-25 · behavioral targeting behavior...

BEHAVIORAL TARGETING

WITH MC DONALD‘S QUICK MAC

MAY 2016

QUICK MAC APP: EST. 2013

QUICK MAC - WHAT‘S THAT?

MOBILE ORDERING & PAYMENT IN 60 SECS

QUICK MAC - WHAT‘S THAT?

DON‘T QUEUE - PICK UP AT THE FAST LANE

MOBILE ORDERING WORLDWIDE

INTEGRATED PAYMENT: JUST IN AUSTRIA

OPERATIONAL BENEFITS...FINE, BUT...

WE WANT TO KNOW MORE

ABOUT OUR CUSTOMERS

SELL MORE AFTER 8PM!

QUICK MAC IS A SALES TOOL

CRM + PINPOINTED MARKETING CHANNEL

CONSUMERS TODAY

DECISION OVERLOAD

NOT PERFECT BUT FAST

MOBILE

INDIVIDUALIZED

FIND – NOT SEARCH

RELY ON DIGITAL INFO

CUSTOMER EXPECTATION

MOBILE FIRST TRY TO GET A 360° VIEW THOUGH

BEHAVIORAL TARGETING

BEHAVIOR TARGETING

shopping basket

paid products

bookmarks/favorites

restaurant search

product search coupons

INPUT OUTPUT

app notification

Web

e-mail

in-app messaging

SMS coupons

REAL-TIME

AUTOMATED

LISTEN. UNDERSTAND. COMMUNICATE

Tracking of customer

behavior

Scoring – find the

right customers

Identification of

customer insights

Building an adequate

message (automatically)

New customer

behavior

Map message to

preferred channel

LISTEN. UNDERSTAND. COMMUNICATE

Peter buys two

Happy Meals

Obviously he

has two kids

Group all customers

with kids

„Try the new ice

cream with M&Ms

and get a free toy“

Send app

notification or SMS

Peter gets two

M&Ms ice creams

for his kids

LISTEN. UNDERSTAND. COMMUNICATE

Peter likes

Big Macs

One day he adds

2 Cheeseburgers

to his basket

He gets nearby a

restaurant (GPS) but

does not check out

Induce sales: „get a

Big Mac half price in

the next hour“

App notification: „get

a Big Mac half price

in the next hour“

Peter adds a Big

Mac and checks out

the whole basket

SUMMARY

DON‘T BE AFRAID OF THE BIG ELEFANT

TRACKING NEEDS TO BE IN PLACE

RIGHT FROM THE START

TRY TO GET A 360° VIEW

ALWAYS THERE FOR YOU!

Peter Hofbauer CEO

ph@lucymarx.co.at

+43 664 969 9060