Tuesday, September 28, 2021
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Yum Brands To Buy Consumer Insight Company

AI-based Customer-insights To Help Brand Understand Consumer-Behavior Pattern

Yum Brands Inc. has fixed a deal to purchase Kvantum Inc, an AI-based customer insights and marketing analytics agency. The decision has been taken to use the consumer-behavior data with the help of the platform and serve its consumers in a better way.

Yum Brands Inc. owns popular restaurant chains like Pizza Hut, KFC, Taco Bell, and The Habit Burger Grill under its umbrella.

The customer-insight and marketing firm Kvantum uses machine learning along with econometric modeling to run its platform and monitor the effects of marketing strategy over the various channels, including paid and earned ones.

Culture-Based Insights Now A Part Of Consumer-Behavior Strategy

The new strategy owned by Yum Brands focuses on offering a top-class digital journey experience to its consumers and is using technology to better understand consumer behavior. It has also included Collider Lab, a culture-based consumer-insights agency, which has been a part of Yum Brands since 2015 to learn about human-behavior using artificial intelligence and machine learning that have the skillsets of anthropologists and sociologists.

The Kvantum will continue to provide its consultancy services to other clients outside the restaurant industry. The deal is to get finalized by the end of the first quarter this year. 

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