New recipes

Huddle House CMO on social media, value


Huddle House sales began turning positive early last year with internal improvements, like restaurant remodeling and new limited-time offers, but the brand sought marketing help from outside the company to sustain its positive momentum in 2012.

Chief executive Ken Keymer — who was elevated to his post full-time last April after serving as interim CEO following the departure of Phil Griefeld — found that fresh perspective in new chief marketing officer Marc Butler.

Butler took over advertising, social media, and culinary research and development responsibilities at the family restaurant operator on Dec. 5, and said his new role comes with the welcome problem of facing same-store sales comparisons that reached the mid-single digits by last April.

Nation’s Restaurant News spoke with Butler about how his experience as senior vice president of marketing at Church’s Chicken and on the agency side with Carat USA would help him refine marketing practices at the more than 400-unit, Atlanta-based Huddle House this year.

Since becoming permanent CEO last year, Ken Keymer initiated a lot of changes. How do you want to carry that momentum, but also put your own stamp on things as the new CMO?

The biggest challenge for me is to roll over the high top-line numbers. We’re trying to refine a lot of our procedures, relating to product testing and engaging customers, more than in the past. We’ve got a lot of menu items in our pipeline now, and our job now is taking a step back and asking which is most likely to get guests to come to Huddle House. First and foremost, everything we take out on a national basis has been thoroughly tested from a sales and margin-building standpoint.

From a product standpoint, we’re looking at doing new menu lines, each of which might take one or two different products and allow us to use them multiple ways, like taking an appetizer and using it as an entrée, so that they help with flow-through in the restaurant and have broader appeal. Take our shrimp, for example. We can use our high-quality shrimp product in a basket appetizer or as a po’ boy sandwich, or in surf-and-turf or a shrimp salad. In the past, it was more of a single-purpose product, but now we’re looking for a product we can use more often in the system.


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and personal)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Jurassic Park to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when necessary is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Watch the video: Breakfast at Huddle House.. 12119 (January 2022).