Just Eat

Barnaby Dawe#miicmo17

TechnologistBarnaby Dawe

A bit about me

3

A bit about Just Eat

Data drives our business

5

From the Google Foundry219 Restaurants delivering 1.13m dishes across 33 cuisine types

Over 3,000 dishes delivered to this area last night alone

216Favourite

restaurant

orders this year

caesar salads ordered year to date with a

‘skinny bitch‘ smoothie

TOP CUSTOMER IN THIS AREA

41,000 Naan Breads

47,000 Portions of rice

52,000 Indian Curries

TAKE INDIAN YTD = TOP CUISINE FOR THIS AREA

75

Key data points

Customer profile

Channel preference

Food ordered

Time, day, date

Propensity to re-order

and what

TV & OOH

Radio

Social

Display

PPC

CRM

ProductCustomer journey

Marketing channels

Our technology sharpens our focus for consumers

Growth opportunities

Menu optimisation

Pricing

Anonymised

competitor

Information

New location opps

OutputCustomer journey

Input

Our technology sharpens our commercial focus for restaurant partners

Order details

Allergies

Descriptors

Dishes

Drivers

Delivery areas

Time offline

And data drives our marketing structure

8

Awareness

Consideration

Acquisition

Global BrandInsight and analytics driven

Acquisition

Activation

Retention

Reactivation

Global GrowthTechnology and data driven

4

3

5

Insight and data drive our brand strategy

9

Awareness

Consideration

Acquisition

Global BrandInsight and analytics driven 1

Behavioural and attitudinal data

outputs

Research propositions to define the brief

Creative concept qual – which route to go

down?

Quant pre-test – are we in line with expectations?

Post launch evaluation through

brand tracker

Learn

2

And marketing technology drives our digital investment and measurement

Acquisition

Activation

Retention

Reactivation

Global GrowthTechnology and data driven

DMP

Attribution

Propensity modelling

Segmentation

First Party Data

And technology is at the heart of digital execution

3rd version of our chatbotFrom allowing customers to filter restaurants

in v1 to giving customers a platform to re-order

First brand in the UK to run locally targeted DPA

In collaboration with the Facebook development team

Succumb to the charm of chicken shish JUSTEAT.CO.UK

Bringing this to life

1

Stage 1:Define both new and

existing customer targets

Stage 2:Understand emotional hooks and rational barriers for each

audience

Stage 5:Establish creative territory as

the Magical World of Just Eat

Planning cycle for our latest campaign

Stage 3:Create communications strategy

and campaign deliverables to meet these needs

Stage 4:Define the creative proposition that gives scope to deliver for

all audience groups

Stage 6:Qual and quant research

undertaken. Green light leads to production kick off

CMO as Technologist?

1

Understanding your customer

Three elements to strong leadership

Laser-focused targeting

Entertaining and informative creative

70/30Don’t let data overshadow creativity

Questions?#miicmo17