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MKTCB574_Comp2_Mod3_Reflection.doc Comp 2/Module 3 - Reflection University of Phoenix

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MKTCB574_Comp2_Mod3_Reflection.doc Comp 2/Module 3 - Reflection University of Phoenix MKTCB/574: Marketing Social, Mobile, And Analytics Comp 2/Module 3 “ Reflection Data is now used in nearly every industry to ac ...

MKTCB574_Comp2_Mod3_Reflection.doc Comp 2/Module 3 - Reflection University of Phoenix MKTCB/574: Marketing Social, Mobile, And Analytics Comp 2/Module 3 “ Reflection Data is now used in nearly every industry to acquire customers, retain them, and become more profitable. The fast food industry is no exception with major chains investing a lot of money in big data to refine marketing efforts to be the most successful. The industry is very saturated with numerous large competitors on a regional and global scale. The segment of fast food focused on chicken is a unique segment with a lot more diversity in marketing and branding efforts than many others. Large competitors in this segment include KFC, Chick-fil-A, Popeye™s, Zaxby™s, Bojangles and more. In addition to the competition directly within the segment, other segments such as burger chains directly compete by offering chicken selections as well. The use of data becomes critical for these chains to compete in this space and be successful. Business Systems One of the obvious sources of data for these chains is their own internal POS systems. Depending on the size of the chain and locations a lot can be analyzed from their own internal data such as regional or local trends and time period trends for popular menu items. This data often helps a chain decide on operating hours and staffing requirements. Similar to POS systems, many chains have the ability to offer app-based ordering, loyalty programs, or self-serve kiosks in many areas. These systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . .. .. . . . . . . . . . . . . . . . . . .. . . . .

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