We were recently treated to a rare keynote from Don Meij at our inaugural Marketers and Money conference. This is the man who started out as a pizza delivery driver and worked his way up to the CEO of Domino’s. He had a lot to tell us.
In this session we heard about the trials and triumphs of collecting and managing copious amounts of data, and the solutions Domino’s deployed to draw out actionable insights.
"If you have the data, make a decision! That's when you get a competitive edge. Opinion land is dangerous – you’ve gotta get out of opinion land and into data land."
Keynote session highlights:
- At one stage in Tokyo, Domino’s were delivering pizzas in 2 minutes and 38 seconds. Through the power of their data, Domino’s were already cooking a customer’s pizza before a choice or payment had been made.
- Through innovations such as their pizza tracking app, they created ample new marketing opportunities. As Don tells us, “people would watch the pizza tracker for 12 minutes. We had eyeballs for 12 minutes, so what do we do with that?”
- The issue of how to analyse and act on their reams of data was of prime concern. As Don said, “before we met with Mutinex, we would see insights every two years and it was already out of date. How much that has changed with GrowthOS.”
- You need to be decisive once you have the data you need.
- “We’re in a magical moment where customers reward entertainment, allowing us to create whole new segments.”
Watch the video above to learn from Don Meij’s keynote in its entirety.