Barnaby Dawe, Global Chief Marketing Officer at Just Eat spoke at the Marketing Institute's CMO Summit on Wednesday 8th of November 2017.

1. Just Eat
Barnaby Dawe
#miicmo17

2. Technologist
Barnaby Dawe

3. A bit about me
3

4. A bit about Just Eat

5. Data drives our business
5
From the Google Foundry
219 Restaurants delivering
1.13m dishes across 33 cuisine types
Over 3,000 dishes delivered to this area last
night alone
216
Favourite
restaurant
orders this year
caesar salads ordered
year to date with a
‘skinny bitch‘ smoothie
TOP CUSTOMER IN THIS AREA
41,000
Naan Breads
47,000
Portions of rice
52,000
Indian Curries
TAKE INDIAN YTD = TOP CUISINE FOR THIS AREA
75

6. Key data points
Customer profile
Channel preference
Food ordered
Time, day, date
Propensity to re-order
and what
TV & OOH
Radio
Social
Display
PPC
CRM
Product
Customer journey
Marketing
channels
Our technology sharpens our focus for consumers

7. Growth opportunities
Menu optimisation
Pricing
Anonymised
competitor
Information
New location opps
Output
Customer journey
Input
Our technology sharpens our commercial focus for
restaurant partners
Order details
Allergies
Descriptors
Dishes
Drivers
Delivery areas
Time offline

8. And data drives our marketing structure
8
Awareness
Consideration
Acquisition
Global Brand
Insight and analytics driven
Acquisition
Activation
Retention
Reactivation
Global Growth
Technology and data driven

9. 4
3
5
Insight and data drive our brand strategy
9
Awareness
Consideration
Acquisition
Global Brand
Insight and analytics driven 1
Behavioural and
attitudinal data
outputs
Research
propositions to
define the brief
Creative concept qual
– which route to go
down?
Quant pre-test – are
we in line with
expectations?
Post launch
evaluation through
brand tracker
Learn
2

10. And marketing technology drives our digital investment and
measurement
Acquisition
Activation
Retention
Reactivation
Global Growth
Technology and data driven
DMP
Attribution
Propensity modelling
Segmentation
First Party Data

11. And technology is at the heart of digital
execution
3rd version of our chatbot
From allowing customers to filter restaurants
in v1 to giving customers a platform to re-
order
First brand in the UK to run locally
targeted DPA
In collaboration with the Facebook
development team
Succumb to the charm of
chicken shish
JUSTEAT.CO.UK

12. Bringing this to life
1

13. Stage 1:
Define both new and
existing customer targets
Stage 2:
Understand emotional hooks
and rational barriers for each
audience
Stage 5:
Establish creative territory as
the Magical World of
Just Eat
Planning cycle for our latest campaign
Stage 3:
Create communications strategy
and campaign deliverables to
meet these needs
Stage 4:
Define the creative proposition
that gives scope to deliver for
all audience groups
Stage 6:
Qual and quant research
undertaken. Green light leads to
production kick off

15. CMO as Technologist?
1

16. Understanding your customer
Three elements to strong leadership
Laser-focused targeting
Entertaining and informative creative
70/30
Don’t let data overshadow creativity

17. Questions?
#miicmo17