Yum! Brands, Chief Data Officer: It's a Data Treasure Trove; We're Piecing It Together and Making Sense of It

(US and Canada) Cameron Davies, Chief Data Officer, Yum! Brands, talks with Mitchell Roberts, Manager Marketing and Business Development, Triple Blind, about Yum! Brands' vast worldwide market reach in over 150 countries with over 50,000 stores, and its implications for managing data and analytics.

At the local level, these brands have over 2000 franchisees who own 98 percent of the locations, implying that these franchise stores employ approximately 1.5 million people worldwide. Considering the data received every day from these franchises, the business structure at Yum! Brands is complex yet full of opportunity. Davies defines the CDO's difficult responsibilities at the regional and global levels. At the regional level, priorities are more distinct and focused. We understand where the data is, how it flows, and so on. A chief data officer with a regional specialization may make all of the decisions, such as what to do with the data, and what to do with the analytics. However, if you reach the level of global CDO, the nature of the job changes completely. It's no longer about controlling anything; it's all about influence, relationships, and how to get the job done. The focus must be razor sharp. At this level, the job requires more of an influencer or expert delegator who ensures that people make the appropriate decisions.