Yum! Brands’ data strategy is not just about marketing or customer engagement—it underpins the entire operational infrastructure of the business. Davies explains, “We look at data from three fundamental perspectives: easy operations, easy experiences, and easy intelligence. The goal is to use data to simplify and improve everything from supply chain management to customer interactions.”
As Rocio Garza, a global ABM strategist, notes, “In ABX [Account-Based Experience], understanding accounts' behavior across all touchpoints is crucial. By staying informed and connected, you can align your efforts with their needs, optimize engagement, and drive meaningful results.”
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