Yum! Brands is the parent company of Pizza Hut. Credit: Jonathan Weiss via Shutterstock.com.

Yum! Brands, the parent company of KFC, Taco Bell and Pizza Hut, has partnered with customer data platform provider Treasure Data to drive customer acquisition, growth and retention.

Treasure Data explained that its Customer Data Cloud has been designed to combine first, second and third-party data to create a single view of a customer across multiple brands.

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It added that the advanced artificial intelligence (AI) and machine learning capabilities will provide actionable insights that deliver engaging, personalised content to customers.

Treasure Data co-founder and CEO Kazuki Ohta said: “Yum! has built some of the most loved and trusted brands in the world and they know the importance of understanding customer needs.

“We are thrilled to partner with Yum! to get a centralised view of customer data across brands and deliver more meaningful personalised diner experiences while driving greater profitability across its brands.”

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The tech company claims that the data unification will help Yum! Brands’ concepts in discovering unknown audiences and presenting a centralised view of customer data.

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Yum! Brands chief data officer Cameron Davies said: “This is the latest advancement in our strategy to drive toward enhanced digital experiences and deliver exceptional value to our customers, as the Company remains focused on our vision to have 100% of sales powered by digital.

“This CDP solution will enhance both our understanding and engagement with Yum! customers, ultimately driving more personalised and unique interactions.

“We are excited to leverage our global scale to continue to make progress in the CDP space and unlock additional value while working with a company that shares our commitment to customer data safety, security and privacy.”