In our latest “Data After Dark” series — part webinar, part pizza party — we were honored to hear from Domino’s, a long-time Profisee customer, on how they use the Profisee master data management (MDM) platform to maximize the quality of their data and leverage it as a strategic and competitive advantage.
In the several years that Domino’s has used the Profisee platform, they have leveraged it to understand customer purchasing patterns, offer personalized marketing, and manage their complex global supply chain and more.
If you missed the live stream, we’ve highlighted a few of the key takeaways below — and be sure to watch a recording of the event to get the full experience and hear all the insights from our expert panel.
Customer 360: Matching, Merging and Enriching 85 Million Customer Records
When Dominos first starting using the Profisee platform, they started with arguably their most challenging use case: matching, merging and enriching millions of customer records. Today, Domino’s offers its customers 13 digital channels to place an order, including traditional channels like its app and website as well as through a dedicated Slack channel, over Facebook Messenger, via Tweet, through SMS text messaging and more. These platforms drive over 70 percent of Domino’s overall sales, and 90 percent of their international markets feature online ordering. Combine these self-entered customer records with the millions more created through in-person orders at their 17,600 stores worldwide, and it is evident that Domino’s requires a robust data-management program to maintain the accuracy of their customer data to efficiently run their business and deliver a positive customer experience. We were honored to speak with Cliff Miller, Enterprise Data Architect at Domino’s, and learn how Domino’s began their MDM journey with managing and enriching these customer records.“Right out of the gate, we were dealing with hundreds of millions of source and golden records. But [with Profisee], we figured out our matching algorithms in an automated, hands-off sense with really no data stewardship.” — Cliff Miller, Enterprise Data Architect at Domino’s“Right out of the gate, we were dealing with hundreds of millions of source and golden records. But we figured out our matching algorithms in an automated, hands-off sense with really no data stewardship,” Cliff said. “We really wanted to get to a point where we had a much better handle on how our consumers were behaving — what their [purchasing] trends and patterns were — and have the ability identify them and weave all of that data together.” Today, Domino’s has over 85 million unique customer records in their database and over 40 million people enrolled in their customer loyalty program. Cliff credited his team’s work with the Profisee platform for running millions of transactions through the Profisee engine daily and reconciling any changes to the customer master record within 24 hours.
“Our consumer [data management] has basically 100 percent automated all of the matching rules [in Profisee]. We’ve distilled down to algorithms that led us with as much confidence as we can let us bucket people, match them, link them and stitch them together and create golden records. All of that happens on a 24-hour cycle, so we’re constantly bringing in new data and matching it to existing data.” — Cliff Miller, Enterprise Data Architect at Domino’s“Our consumer [data management] has basically 100 percent automated all of the matching rules [in Profisee],” Cliff said. “We’ve distilled down to algorithms that led us with as much confidence as we can let us bucket people, match them, link them and stitch them together and create golden records. All of that happens on a 24-hour cycle, so we’re constantly bringing in new data and matching it to existing data.”