The data to grow the business
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Arcos Dorados, the world's largest independent franchisee of McDonald's and the largest fast-food restaurant chain in Latin America and the Caribbean, has identified the need to create a centralized measurement of its digital assets in Google Analytics 4 to assist them in making business decisions
The digital analytics project takes as its starting point Arcos Dorados’ intention to implement a technical solution that allows for the proper measurement of its digital assets, primarily in app-based sales, within Google Analytics 4.
The initial audit leads to a proposal for a measurement plan and implementation plan that makes it possible to centralize and unify all the data that make up the digital ecosystem, present in around twenty countries, and ensure the quality and proper utilization of that data.
A tagging system and basic documentation are defined, and validation processes are implemented that allow for greater control not only online but also offline.
Improving data quality allows for:
- Understanding customer behavior and changing some of the initial assumptions, especially with the segment of customers who place orders for restaurant pickup.
- Identifying fraud and unusual app usage that can adjust company policies and actions.
- Enhancing the user experience across different digital assets.
- Providing an omnichannel view of the ecosystem and the different types of users it comprises.
But beyond corrective data usage, the project involves measuring with the necessary variables in the business, improving data quality to help achieve business objectives. It is precisely the success of using data as a predictive tool that allows for the expansion of data policies within the organization and the building of bridges with other teams to add value to the company. In this regard, providing support to Arcos Dorados in identifying relevant insights for the business and correctly interpreting the data is crucial.
The project is carried out in collaboration with Econocom Digital, Europe’s leading digital integrator that combines services and financing for the digital transformation of companies and organizations, and Globant, a digital-native company that helps organizations reinvent themselves and unleash their full potential by combining innovation, design, and large-scale engineering. Efficiency, communication, and connection among different partners and stakeholders have made it possible through agile workflows and incident control tools that ensure proper monitoring and continuous improvement.
