Connecting data drives commercial success
A global fast-food retailer connected fragmented customer data across its business, giving teams a clear view of customer behaviour and delivering an additional $3 million in annual profit.
$3 million
delivered in annual profit improvement
98%
of loyalty transactions mapped
61%
transactions linked to non-loyalty customers
Customer data was disconnected
A global quick-service restaurant had customer and transactional data spread across multiple systems with no reliable way to connect them. Even basic questions about behaviour were hard to answer, and advanced loyalty analytics were out of reach.
A healthcheck identified what was missing
dunnhumby ran a Data Strategy Healthcheck to assess the retailer’s data and technical architecture, and identify what was limiting trusted customer analytics.
A connected data environment was created
Working with the retailer’s subject matter experts and technical teams, dunnhumby designed and delivered a new data environment and provided an advanced data science environment within their existing cloud infrastructure.
Customer and transactional data were linked at last
The new environment included novel customer identification methods and science, consistent transaction identifiers, and business rules supported by enhanced data governance processes. These linked any customer identifiers to relevant transactional records, giving the retailer a connected, holistic understanding of its customers.
The retailer can now manage analytics in-house
The project included complete technical and end-user documentation. The retailer can now map 98% of loyalty transactions and link 61% of all transactions to individual customers, contributing to a $3 million increase in annual profit.
Connected data delivers measurable impact
By linking customer and transactional data across the business, the retailer gained a clearer understanding of behaviour and delivered meaningful profit growth.
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