Owned Touchpoint Personalization
With a focus on data, analytics and identity, we help restaurants personalize site visits for known and unknown visitors, allowing you to better understand and identify the audiences most likely to be interested in various menu items, deals or types of order fulfillment (dine-in, take-out vs. delivery), etc. In today’s technology-driven and contactless world, this is not restricted to off-premise website visits but also applies to in-restaurant personalized experiences using QR codes, drive-thru customer recognition via bluetooth or wifi.
Personalization for unknown visitors, powered by rGRAPH360, should not only be based on anonymous site behavior from past sessions but should consider an understanding of who these prospects are as a person, despite lacking PII (like their name or email). IP address and other signals can be leveraged to create rich, third-party data informed customer portraits including demographics, interests, lifestyle, Personicx® lifestage and other segments to fuel personalization.
Known customer interactions (from POS or third-party delivery platforms for example) are collected in rGRAPH, unified across all devices, channels and platforms, enriched with third-party data. They are subsequently deployed in a Customer Data Platform (CDP) along with the anonymous site behaviors for hyper-relevant messaging adapted to the journey stage.
Optimize Influencer Marketing
Social media platforms, blogs and reviews play a big role in restaurant discovery and desirability. They are ideal vehicles to capitalize on the foodie culture enabled by smartphones.
Influencer-generated content on Instagram, TikTok and YouTube often performs better and drives more engagement than brand-sponsored content or posts because influencers are seen as more authentic and relatable (micro-influencers more so than mega-celebrities).
Like with other marketing channels, influencer campaigns won’t succeed without personalization. It’s not simply about follower counts and a focus on food. Influencers should be aligned not only with your brand and its values, but also be able to connect with your diners as fellow human beings with needs, desires, and preferences. A single influencer may not appeal to all your restaurant customers and target prospects, so segmenting your customer base and mapping influencers against customer personas will boost campaign impact.
Since restaurants often lack rich first-party data, licensing third-party data from Acxiom can be leveraged for audience insights and segmentation of the addressable market in order to build 360° customer archetypes that are then matched with influencers.
Brand Purchase Intent Measurement
Data volunteered by diners through surveys and other tools can deliver high-level strategic insights but often don't scale too well due to sample size limitations.
Restaurants collaborating with Acxiom can significantly enhance the utility of this zero-party data by matching survey respondents to the 260 million individuals in InfoBase to:
- Append Infobase and Acxiom partner data elements for richer insights
- Leverage the survey as a seed for lookalike modeling and scaling up audiences
- Score the enriched first-party graph with these new classifications
- Activate these new high value audiences across digital and offline channels