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BEHAVIORAL TARGETING WITH MC DONALD‘S QUICK MAC MAY 2016
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
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
