It may be slightly skewed because people who eat Domino's will be more likely to use the app but Domino's will get a pretty good understanding of the Pizza market share in the US. With a sampling of just 1.75M pizza uploads, Domino's will be able to make statistical assumptions that will be 95% accurate about the Pizza market share in the US. The size of the pizza may tell Domino's how many people you're eating with, or how big of an eater you personally are. Domino's is going to take that data and use it to personalize offer and ads to you ensure they are showing you ads with the types of pizza you love.ĭid you get a small, medium or large? Thin Crust or Deep Dish.
Maybe you love Hawaiian Pizza, or you're a Meat-lover fan. Below I'm going to throw out 5 assumptions about what will happen when you upload pizza images to the Domino's app.įirst, they will figure out the kind of pizza you like.
#DOMINO PICTURES SOFTWARE#
When a user uploads a picture of a pizza to the app, Domino's is running image recognition software to recognize data points about your eating habits. This information goes straight into their Customer Data Platform and begins to build a record for each person. let's talk about the customer data collected and the personally identifiable information.įirst, when you register for the Domino's app, you have to do it with a name, e-mail, phone number and it even asks you to share your location.
#DOMINO PICTURES FREE#
You can earn a free Domino's pizza just by ordering pizza from other companies. This really begs the question, what will they use those pictures for? Why give points away for purchasing other types of pizza? At face value, Domino's says they want to reward you for eating all pizza. Domino's announced that they will give you 10 pizza reward points just to upload a picture of any pizza to their app. Kudos Domino's.įast-forward to the Super Bowl this year.
They created their own Customer Data Platform before 99% of marketers even knew what a Customer Data Platform was. Domino's was one of the first companies to create a Customer Data Platform. The second reason is not highly publicized but critically important.They launched the Ad Campaign where they took customer feedback, completely revamped their pizza, then delivered the new pizzas to previously unhappy Domino's customers.Did you know Domino's stock outperformed Facebook, Google, Amazon, and Apple from 2010 through 2017? Their success over that time period is typically attributed to two things:
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