Domino’s AnyWare is the pizza maker’s ambitious initiative to allow hungry customers to place orders using texts, Twitter, Amazon Echo, a car app, a smart TV app, a smartwatch app, a voice-activated mobile app and whatever else they can think of next.
Making it as easy as possible for people to order pizza undoubtedly is good for sales and customer satisfaction; indeed, about 50% of Domino’s U.S. sales now are initiated through digital orders. But AnyWare also creates another valuable asset for Domino’s — data that can be analyzed for insights into customers and larger buying patterns.
Forbes contributor Bernard Marr talked with two Domino’s data management and enterprise information services executives about how the pizza delivery giant uses big data to derive insights about its customers, as well as how they see the role of analytics in transforming the industry.
Data captured through Domino’s various digital channels is routed into an analytics platform called Domino’s Information Management Framework. “There it’s combined with enrichment data from a large number of third party sources such as the United States Postal Service as well as geocode information, demographic and competitor data, to allow in depth customer segmentation,” Marr writes.
Combined with point-of-sales data from Domino’s 12,500 stores around the globe, the digital channel and enrichment data create a daily firehose of structured and unstructured information from 85,000 distinct sources, according to Marr.
And what kind of information can Domino’s glean from its collected data? Dan Djuric, vice president of enterprise information services for the pizza company, tells Marr:
“We have the ability to not only look at a consumer as an individual and assess their buying patterns, but also look at the multiple consumers residing within a household, understand who is the dominant buyer, who reacts to our coupons, and, foremost, understand how they react to the channel that they’re coming to us on.”
This data allows Domino’s to tweak offerings at the individual level as well as guide stores toward products and special deals that are most likely to work for their customer base. Domino’s serves up a good example of how enterprises can leverage big data and analytics to make changes on a macro and micro level.