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For restaurants, the ability to uncover data-driven insights has become critical to powering informed decision making. Restaurants of all sizes are leveraging account-based analytics programs to access crucial market intelligence they can use to optimize their operations and grow their presence. Evaluating such programs can be difficult because there are many nuances to consider. In this article, we’ll explore the primary elements that should be considered when evaluating account based analytics programs—particularly those designed with the foodservice market in mind.
At Brizo, we consider the following criteria when evaluating account based analytics platforms for restaurants:
Sales Prospecting
Sales prospecting is an essential element of any account based analytics platform for the foodservice market. Sales teams should consider platforms with comprehensive data insights that can enable them to make informed decisions about the best prospects during lead generation campaigns. Insightful data points to consider include menu composition, pricing, total sales, and customer engagement.
Modern marketing has become highly data-driven. A good account analytics platform should provide the insights sales teams need to craft targeted campaigns that will convert more prospects. Insights that should be available for restaurant marketers include dishes and cuisine types, dietary restrictions, customer loyalty programs, retailer profiles, and customizable filtering and plotting of data by market.
Production Innovation and Expansion
Restaurants must stay abreast of new market trends and adjust their production processes to stay ahead of the competition. An account-based analytics platform should provide the data and technology needed to make informed decisions about product development and expansion. Features to look for include a thorough mapping tool, extensive restaurant and kitchen directory, geographical insights, market sizing, and demand analytics.
Data Enrichment
Account based analytics platforms should also have the capacity to enrich current datasets. Data enrichment involves supplementing existing data to provide a more accurate picture of customer profiles, market contexts, and risks and opportunities. A good platform should provide detailed analysis and improvement of existing datasets, including autoregression and adjustment, imputation, and compatibility checks.
When evaluating any account-based analytics platform for restaurants, the criteria discussed above are essential elements to consider. Considering these guidelines can help restaurant owners make informed decisions about choosing the ideal platform that will provide the insights and intelligence they need to stay competitive and drive the success of their business.
