BY: Jenifer Kern
Fast food was the first entry on Alan Magee’s resume: he flipped burgers at McDonald’s as a teenager and since then has spent the bulk of his career in the hospitality industry.
Today Alan is Vice President of Digital Marketing and Technology at Church’s Chicken. He’s also worked for Arby’s, InterContinental Hotels Group and Moe’s Southwest Grills, among others.
Alan uses a combination of storytelling and data to drive digital marketing— and believes getting to data-driven marketing versus channel-driven marketing is one of the space’s biggest opportunities. And “people are the most important part of that equation,” says Alan.
In his recent episode of Restaurants Reinvented, Alan explains why one-to-one marketing is his ultimate goal, how data quality trumps quantity, and why technology is useless if you don’t have the right people behind it.
4 Ways to Use Data
Article source: https://www.fastcasual.com/blogs/how-churchs-chicken-uses-data-to-drive-its-digital-marketing/
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