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.”

Beyond Customer Data: Using MDM for Store Locations, Machine Learning and More

Cliff and the Domino’s Enterprise Information Management (EIM) team spent some time finalizing their customer data program. But after seeing success with the Profisee MDM platform in such a challenging use case, they embarked on managing several other data types, or domains, in Profisee as well.

“We got really, really good at mastering consumer data and then building segments and all kinds of marketing opportunities off of that information,” Cliff said. “Then we started looking around at each other and saying, ‘We’ve got these other things that we need to go do and we already own this platform and it’s not domain-specific, so we can leverage it to branch out into other areas”

Today, Domino’s manages over a half-dozen data domains with Profisee, including its store locations, ingredient supply chain, information security, IT asset management and more.

Cliff mentioned that early success with customer data not only led them to add additional domains to their master data model, but it helped them understand that a multidomain approach is critical because of the insights they could make when all the data was viewed holistically together.

“I would say that we years ago probably would have thought about [MDM] in more of a siloed approach, but day-over-day we continue to see that all of the information is used together,” Cliff said. “And is important to think about them together because of the additional things that you can go do with it.”

This strong data foundation enabled Domino’s to harness it for artificial intelligence (AI) and machine learning (ML) as well.

“Our adoption of ML and AI work has really exploded over the last several years, and our data science team are building [predictive models to determine] what segments should we go after and what are our smartest marketing approaches because we’re always thinking about where the best ROI is for reaching our consumers,” Cliff said.

“And they’re standing on top of our customer information [managed in Profisee] and using it in their prescriptive and predictive models. It kind of started out to be a ‘customer 360’ and now we’ve injected ML into that equation so that we’re really using that as in addition to all those other things to continue to make the best consumer’s experience.”

Building a Strong Data Culture with Master Data Management

In the time that Domino’s has used Profisee, they have used to ensure their customers have a personalized, frictionless experience while maximizing the efficiency of internal processes like their supply chain and IT asset management.

But what has truly contributed to their success is how they were able to build a strong data culture where leaders and the IT team alike understand the crucial importance of their data and how it contributes to the success of the company at large.

“We’ve worked over the last several years to build data into the fabric of our culture,” Cliff said. “Our prior CEO was fond of saying that we’re a technology company that happens to sell pizza” and that was part of that big shift for us in our digital transformation. It’s something that’s never completely done, so we’re always on that journey.”

For more expert insights — including details on Dominos’ additional use cases like its marketing calendar, ransomware protection and more — watch a recording of the event and keep an eye out for future Profisee webinars and events.

Cheers to informative data chats!  🍻 🍹 🥂  Interested in how Profisee can help you harness insights from your customer data? Schedule a demo today.