On the heels of winning two Golds and a Silver at the Marketing Loyalty and Engagement Awards in July, Tasseologic takes home a prestigious Gold Appie on behalf of the McDonald’s and the McDelivery Program in Singapore. Dr. Urvashi Pitre, founder and President of Tasseologic, was also recognized as a Best Presenter.
The successful, data-informed program continues to demonstrate the power of predictive analytics in the food and beverage category – both in stores and among marketing leaders. As tradition with the Appies, hosted by the Institute of Advertising Singapore, Dr. Urvashi Pitre presented and defended the business case among a panel of judges as part of the annual two-day Festival of Excellence, Sharing and Accelerated Learning, attended by many global agencies including McCann Worldwide, Ogilvy and Mather, Publicis and many others. (http://ias.org.sg/appies/wp-content/uploads/sites/2/2015/09/APPIES-APAC-2016-Press-Release-and-Winners-List1.pdf)
A mighty shop of 20 strategists and statisticians, Tasseologic partnered with McDonald’s to tap into predictive logic that upsold and boosted incremental sales within McDelivery, a home-delivery service offered by the QSR giant, and laid the foundation for continued success in this ecommerce channel. Using delivery data, the team built consumer models and customized offers that increased both orders and order sizes. These models were the cornerstone for a custom-built, mass personalization plan that allowed McDonald’s to maintain guests counts and protect falloff at a positive ROI. See the program here https://www.youtube.com/watch?v=m7xTs0lkXII
“It continues to be a honor to share the success of the McDonald’s Singapore program and receive recognition for our data informed, CRM work,” shares Dr. Urvashi Pitre. “This program speaks for itself and the ROI for McDonald’s proves that data can deliver what consumers need. It’s been a great team partnership and our client, Michelle Wong who believe in the idea that data connects you to your consumers and benefits all.”