AT DOMINO’S, DATA REALLY MATTERS.

Mastering customer, location and supply chain data at scale.

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HQ: Ann Arbor, MI USA

Industry: Restaurant

Customer Since 2014

Domains

• Customer/Consumer

• Store Locations

• Marketing Calendar

• Supply Chain Management

• IT Asset Configuration Management


Cliff Miller

Enterprise Data Architect, Domino’s

“The [Profisee] platform itself helped around rule creation, maintenance, scoring and configurability. All of that became very easy because you’re not really writing code to implement a solution. When it comes to our end consumer domain, we’ve worked with Profisee over a couple of releases. We’ve tuned the matching/linking/survivorship operations to turn around millions of source order records inside 24 hours. Their ability to master multiple domains has enabled our team to build out additional data solutions for our Supply Chain team, our Store Operations team, as well as our own IT group.”

Who is Domino’s?

Domino’s is the largest pizza restaurant chain in the world based on global retail sales, with more than 17,800 stores in over 90 countries. Founded in 1960, their roots are in convenient pizza delivery, while a significant amount of their sales also come from carryout customers. On average, they sell more than 3 million pizzas each day throughout their global system.

The Opportunity:

Factor this in with their thousands of domestic locations, and Domino’s had a significant opportunity to harness this data to further enhance the consumer’s ordering experience and improve customer personalization and marketing segmentation across all of the digital channels that produce more than 3 million pizzas they sell each day.

Customers often order from more than one physical location and place orders both in a store and through the multiple digital channels that Domino’s makes available to allow customers to engage with the brand in the manner that best fits their lifestyle.

Before Domino’s began their journey with master data management (MDM), this enormous volume of customer data was housed in multiple commerce platforms: both in-person point-of-sale (POS) as well as digital commerce applications. When it came to Supply Chain item management, there were legacy MS Office documents that were not available in an enterprise capacity but being relied on as a bridge between commissary items and in-store POS products. Finally, all of the IT assets being inventoried for tracking, patching and maintenance had no easily accessible, centralized home with visibility across all technology teams.

The Approach:

Domino’s had a strategic directive to uniquely identify its customers, their households and unique purchasing patterns to help power programs like customer loyalty and provide more personalized buying experiences for their consumers across all channels. However, matching customer information across their disparate systems was not a viable option given the volume of transactional data coming into their ecosystem.

Domino’s decided to lean on the matching, enrichment and survivorship prowess of the Profisee platform to arrive at trusted golden records of the more than 85 million unique customer records in their database — all within a continuous 24-hour cycle.

The Solution:

Domino’s configured matching rules in Profisee to accurately match, validate and enrich the customer data coming from their vast enterprise data warehouse.

This initial MDM use case enabled Domino’s to execute cross-channel marketing segmentation and helped build a foundation for their marketing communication programs as well as and customer ordering experience personalization.

The Domino’s Enterprise Information Management (EIM) team spent some time optimizing their consumer data domain, and after seeing success with the Profisee MDM platform in such a challenging use case they embarked on managing several other domains in Profisee as well. Over time, this team has become a ‘center of expertise’ for solving master data challenges in the organization, to the point where they are now often called upon to solve widely differing problems — from helping Data Scientists enable more accurate Supply Chain inventory demand to IT asset management.

  1. Customer/Consumer
  2. Store Locations
  3. Marketing Calendar
  4. Supply Chain Management
  5. IT Asset Configuration Management

Customer/Consumer:

When Dominos first starting using the Profisee platform, they started with arguably their most challenging — and certainly highest volume — use case: matching, merging and enriching millions of consumer order records.

Today, data from millions of transactions is matched up with Domino’s 85 million plus unique customer records inside a 24-hour cycle with relatively no hands-on data stewardship.

This initial use case started as a traditional ‘customer 360’ effort to gain a unified view of all customers in the United States and served as the foundation for cross-channel marketing segmentation as well as their data science team’s customer segmentation efforts.

Store Locations:

Domino’s has since mastered their 17,000+ store locations worldwide by consolidating global external data inputs into a centralized enterprise data warehouse.

The Profisee Platform enables workflow-based data steward approvals and helped the team create an enterprise-grade data foundation for use throughout the organization. Centralizing this data management task cuts out redundant effort and streamlines the operation of several applications that subscribe to this data.

Marketing Calendar:

Domino’s used Profisee to get its weekly promotional and marketing strategy data points out of spreadsheets and into the enterprise data warehouse, providing a unified data set to visualize their promotional planning strategy.

Getting this data into the enterprise data warehouse also enabled automated integration to Domino’s data science environment for machine learning applications.

Supply Chain Management:

Domino’s thousands of stores nationwide have POS products that are now linked to Supply Chain inventory item SKUs in their commissaries, retiring a legacy spreadsheet that was inconsistent among locations and very difficult for team members to manage efficiently.

This enables the SCC procurement team to more accurately forecast store product item inventory demand. From here, the data science team can apply machine learning to their supply chain commodity providers to help optimize costs and ensure stores have the materials they need to operate and customers have access to their favorite regional products.

IT Asset Configuration Management:

After applying master data management to their back-office operations, customer-facing marketing campaigns and other use cases, the Enterprise Information Management (EIM) team used Profisee to better manage their own technology hardware operations.

They mastered their IT assets across the company as a domain in Profisee to get clear visibility into assets across team members, satellite offices and core data centers to more quickly respond to bugs, ransomware and other threats to their business and intellectual property.

The Wins:

At Domino’s, data matters. And they want their data to work as hard for them as each of their hundreds of thousands of team members across the globe.

Because of the tireless work of the Enterprise Information Management (EIM) to harness the matching engine in Profisee, they were able to achieve a unified, 360-degree view of their consumer domain, powering a personalized customer experience and helping optimize their targeting and marketing efforts.

In addition to ensuring a positive customer experience, Domino’s has ensured accurate, trusted data on their global locations and the complex supply chain that enables them to provide customers with their favorite products. Managing their IT assets also allows them to quickly respond to malware and other threats to their intellectual property and brand.

“Master data management (MDM) helps us in areas where data powers our brand. And we really believe that executing that effectively, and making the most out of our information opportunities sets us apart – putting us in a position to fly farther and faster than we would be able to without a solid data management foundation. Profisee has been an integral part of that strategy.”
— Cliff Miller, Enterprise Data Architect at Domino’s

Harvard Business Review on the Path to Trustworthy Data

of executives say that having a strong master data management program is important to ensuring their future success.

of executives believe their organizations are underinvesting in their enterprise-wide data strategy.

of executives say their organizations rely on more than 6 data types that are essential to business operations.

of respondents who have employed MDM say their organizations' approach to MDM is moderately or very effective.

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