The digital business of one of the world’s largest restaurant chains was swiftly expanding, and their analytics needs increased exponentially. However, their business did not have a unified vision of customer data, which led to difficulty in coordination and governance across teams. As a result, our client lacked the ability to extract valuable insights from their data.
Cognetik’s mission was to design a framework to solve these problems. We had to establish and implement strong governance procedures so that analytics would no longer be an afterthought for a new product or design improvement launch. This would help the client create a unified vision around its customer data.
One of the key problems leading to poor coordination and governance was the lack of consistency across the organization. Processes and standards were different within the company, and therefore, the results were severely impacted.
Also, the client’s apps (both domestic and international) used by the client were not properly aligned. Their data architecture and implementation was inconsistent, which made it difficult to collect trustworthy data and generate accurate insights.
We started by developing global processes and standards to improve implementation speeds, improve global communication, and reduce rework.
Google Analytics was instrumental in implementing our solution as a primary reporting tool. It allowed us to collect and analyze data that analytics doesn’t automatically track by being able to choose custom dimensions and metrics across the company’s digital presence.
Next, we designed a global data architecture and implementation to be applied as a standard across more than 15 international digital properties, including mobile apps and websites.
We then looked at key indicators, such as Page Load Time, Users, Sessions, Pageviews, or Average Time Spent per Session to see how a unified implementation across the organization would impact the metrics.
We designed a new set of questions to be answered with the newly redesigned implementation to keep track of the business objectives and to have an objective view of the company’s performance.
While developing global processes, we realized there were functions in the client’s app without proper tracking. This led to the design of a tracking solution for Mobile Ordering and Restaurant Pick-up functionality in their mobile app.
Transformed the company’s culture into an analytics-based culture.
Increased data integrity and trust in the data.
Created a data-driven company with an improved customer journey and digital experience.