Global Franchise 9.3

Data is no longer just a useful business resource; it’s the nerve center of decision-making, efficiency, and customer connection. As Taylor Calise, CEO of Imaginuity, explains harnessing the full potential of data is the secret to staying competitive in an increasingly digital world, but doing so requires focus, integration, and a commitment to personalization. In 2025, successful franchise systems must go beyond basic data collection to maximize every insight. As told by | CHARLOTTE SMITH Leveraging Data PRIORITIZE THIRD PARTY With the decline of third-party cookies and increased privacy regulations, first- party data has become invaluable. This includes data collected directly from customers, such as purchase histories and engagement metrics. “First-party data is not just the future; it’s the present,” Calise emphasizes. “Brands that own their data are better positioned to navigate privacy laws while delivering personalized experiences to their customers.” For example, McDonald’s loyalty app, which boasts over 26 million active U.S. users, drove a 30% increase in app-based sales in 2023 (Restaurant Dive, 2024). This vital first-party data is integrated into everything, from personalizing offers to inventory forecasting. UTILIZE EVERY SOURCE Effectively utilizing information begins with recognizing its diverse origins. Internal data – such as metrics from POS systems, CRM tools, and email campaigns – offers critical insights into customer habits and operational trends. Behavioral data, like patterns observed in website navigation or mobile app usage, sheds light on customer preferences and engagement levels. And external data, drawn from demographic reports, can help to refine your market targeting strategies. Complementing these are third-party analytics tools, such as Google Analytics, which provide benchmarks and uncover performance gaps. “Franchises that integrate these sources achieve a comprehensive view of their ecosystem,” advises Taylor Calise. M A S T E R T H E A R T O F . . . “Data reveals the story behind your customers, operations, and market position. Craft it accurately, and your potential is limitless” INTEGRATE DATA STREAMS Despite data’s vast potential, silos still remain, with fragmented systems hindering businesses gaining actionable insights. A unified approach, where data flows seamlessly between departments, is critical to optimize its potential. “When data systems don’t talk to each other, it’s like trying to build a puzzle using pieces from different boxes,” Calise notes. “Integration ensures the full picture is clear.” Franchise leaders like Starbucks excel in this area, using their app to unify data streams and deliver personalized offers, and in turn boosting average order values by up to 20% (Forbes, 2024). OPTIMIZE EFFICIENCY Brands leveraging data-driven marketing strategies can reduce customer acquisition costs by 30% while increasing campaign ROI, according to the Boston Consulting Group (BCG). Yet, BCG’s research highlights that while 71% of consumers expect personalization, only 31% of businesses deliver it effectively. “With digital marketing costs nearly doubling since 2020, ignoring data’s role in optimization isn’t just wasteful – it’s dangerous,” warns Calise. Global franchisors like FAT Brands use spend data to optimize campaigns, resulting in a 25% increase in customer retention. The message is clear: data isn’t optional – it’s your competitive edge. 59 GLOBAL-FRANCHISE.COM Ins ight