Being able to correlate data across multiple internal and external sources helps inform marketers how often a customer dines with them, via which channels they would prefer to receive communications and more, says Ramon Chen, c.m.o. By unearthing patterns of behavior through data and analytics, restaurants can promote new menu items, additional dayparts, other locations, services and more to better serve customers and build long-term brand loyalty.

Key Takeaways:

• There are benefits to collecting and weeding thought all the customer data your receive.
• Collecting and analyzing data can help you understand your customers on a more personal level.
• There are apps and programs that can assist you in analyzing customer data.

“The international burger chain Mooyah Burgers, Fries & Shakes hired an in-house analyst two years ago and installed an app this past March to help with its data collection and marketing.”

http://restaurant-hospitality.com/marketing/understanding-data-driven-marketing