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The New Data-Driven, Experiential Marketer


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Customer experience is the new competitive edge, but marketers wear many hats in order to build coherent, custom interactions across every touchpoint with their customers. Bareburger puts data at the center to build a personalized approach to everything from ad encounters to online ordering, app design to engagaments with marketing partners. We explore the skill sets, data collection, and organization needed to bring a full service experience to QSR’s future.

Published in: Marketing
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The New Data-Driven, Experiential Marketer

  1. 1. Emerging Roles in Marketing and Digital Experience Nick Bucciero • Marketing D i r e c t o r
  2. 2. Bareburger 2 Bareburger What’s
  3. 3. 3 Opened in 2009 what’s Bareburger $33 Avg. Check 4 Countries 50 Locations
  4. 4. Emerging Roles in Marketing and Digital Experience 4 Pipeline Specialist Growth Hacker Marketing Data Analyst UX/UI Designer Emerging Roles in Marketing and Digital Experience Part 1
  5. 5. 5 Role1 Growth Hacker Growth Hacker
  6. 6. Grubhub Doordash Ubereats Bareburger’s 3rdparty Data 6 2018 Bareburger 16% 3rd Party 84%
  7. 7. Solutions provided by a Growth Hacker Growth Hacker
  8. 8. Ad-roll retargeting
  9. 9. Lastsix months Webpromos
  10. 10. 10 Bareburger 25% 3rd Party 75% Bareburger 16% 3rd Party 84% 2018 2019vs. Online ordering
  11. 11. 11 Role2 Pipeline specialist Pipeline specialist
  12. 12. 12 Paid Media Earned Media Owned Media Experience Reach Act Convert Engage BareburgerInteractionsandValue Spotify SocialMedia LandingPage HomePage ToastCheckoutProcess Remarketing Merchandising Personalisation Personalisation SomeseriousspendingwithanSEOagency Remarketing Re-engageEmail Program CustomerOnboarding PersonaizedLoyalty Program MarketingAutomation Multichannelselling UGC Usergenerated content BareYoutubePage Print EventsEvents Display SearchPPC SEO ZenreachWifiMarketing CRO ContentMarketing InfluencerOutreach Demand generation & purchase intent 1st Purchase Repeat Customer Loyal Customer Lapsed Customer Indecisive Customer BBTouchPOints
  13. 13. Pipeline Specialist Solutions provided by a Pipeline specialist
  14. 14. 14 PipelinespecialistOrmarketingoperator
  15. 15. 15 Affiliate marketing Affiliate marketing d AMC Movie Theater Partnership
  16. 16. Marketing Dataanalyst 16 Role3 Marketing Dataanalyst
  17. 17. 17 Cardlytics Purchase Intelligence™ network data through Sept 10 2018 for Bareburger in-store purchases. Uses active customer logic incorporating only customers with spend in 11 of past 12 months. Source In store In App 3rd Party Industry Average 65% 2018 Trip Frequency
  18. 18. marketing Dataanalyst Solution provided by a marketing Dataanalyst
  19. 19. Lost Customer 19 86% of consumers prefer an authentic and honest brand personality on social networks. (Sprout Social, 2016) (Source:
  20. 20. Flash Promos 20 86% of consumers prefer an authentic and honest brand personality on social networks. (Sprout Social, 2016) (Source: BAREBURGER Today, 5:15pm BOGO Burgers for the next 15 Minutes! BAREBURGER Yesterday, 5:15pm Happy Hour can’t wait, 1/2 off all Wines! BAREBURGER Sat, 9:35pm NEW MENU ALERT! It’s a big deal, check it out.
  21. 21. ux/ui designer 21 Role4 ux/ui designer
  22. 22. Our Competition 22 - Burger Competitor - Indirect Competitor Legends CHOICE LIMITED TRACEABLEUNTRACEABLE Chipotle Sweetgreen Hopdoddy Shake shack Smashburger Dig McDonald Cava The two categories where Bareburger excels are in the # of choices we offer and how we source our Food.
  23. 23. ux/ui designer Solutions provided by a ux/ui designer
  24. 24. 24 Customer profiles Carnivore Vegan Gluten Intolerant
  25. 25. Dual website 25
  26. 26. Custom Digital Ordering systems 26 Case Study Part 2 Custom Digital ordering systems Teaming up with Lunchbox d
  27. 27. 27 Mobile What was the problem? Fractured System Web Kiosk Loyalty Order Engine UX/UI Dispatch i.e: Ziosk Fractured System i.e: LevelUp i.e: Brandible i.e: Fuzz Studio i.e: Relay i.e: OLO i.e: punnch
  28. 28. 28 What’s the solution? Mobile Web Kiosk True Omnichannel System A system that’s easier for the consumer and the manager Integration Loyalty Order Engine
  29. 29. Howdothese rolesapplyto theproject? 29 Growth Hacker Pipelinespecialist Marketingdataanalyst ux/uidesigner App Campaign Development Platform Expansion User Transition Timeline Marketing Segments Aligned Platform Order Breakdown Dynamic Campaigns Optimized Promo Timing User Flow Hi-Fi Prototype Branded Experience
  30. 30. 30 An eye towards the future Give customer the ability to order however they want
  31. 31. 31 An eye towards the future Text Message Ordering Amazon Alexa Ordering Facebook Messenger Ordering Give customer the ability to order however they want
  32. 32. Thank You! download our app for a free burger Code: QSRSUMMIT20