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How Panera Bread Developed a “Single View of the Customer” to Drive Marketing Strategy and Tactics

How Panera Bread Developed a “Single View of the Customer” to Drive Marketing Strategy and Tactics
OCTOBER 15, 2014 · 1:00-2:00PM ET

Increasingly brands have access to more and bigger data about their customers and prospects. CRM and transactional data can provide millions of behavioral data points. Primary marketing research can provide attitudes, needs and perceptions. And third party marketing data provide a robust picture of activities that can be leveraged for communications planning. However, it is often a challenge to integrate these sources to provide consistent, comprehensive view that can be leveraged for both brand strategy development and the execution of marketing tactics.

In this talk, you will learn how Panera Bread leveraged their “big data” MyPanera behavior data, with primary marketing research data and third party marketing data to develop a harmonized “single view of the customer.” It will describe in detail how a segmentation framework was developed to guide overarching brand strategy, fully leverage the execution and tracking opportunities of MyPanera, drive new customer acquisition and retention strategies, inform media/communications planning and even assist in real estate planning.

Presenters
Eric Paquette – SVP, Copernicus Marketing Consulting and Research
Shawn Utke – VP, Brand Insights and Research, Panera Bread

Registration
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Free for ARF members

 

Overview

How Panera Bread Developed a “Single View of the Customer” to Drive Marketing Strategy and Tactics
October 15, 2014

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