Fishbowl, a provider of guest-centric software and services to the restaurant industry, announced the launch of its Guest Analytics solution, a step in the company’s evolution from offering digital marketing software to delivering a closed loop marketing platform that enables guest acquisition and engagement across the entire customer journey.
This launch extends Fishbowl’s platform beyond Loyalty Analytics and allows structured, unstructured and streaming guest data from a myriad sources to be analyzed and acted on in a fully integrated omni-channel marketing eco-system. Data sources include point-of-sales, loyalty, email, social, online ordering, reservations, and guest satisfaction.
“Attracting and retaining loyal guests has never been more complex in the hyper-competitive restaurant space,” says Dev Ganesan, president and CEO of Fishbowl. “Increasingly, restaurants recognize the challenges posed by their silos of guest data and the need to turn that data into actionable insights to enhance the customer experience.”
“Our next generation platform is built on leading edge technology that allows us to consume any form of data and apply industry-specific analytic applications to enable our clients to understand their guests at an in-depth level, regardless of touch point,” he adds. “Through the integration of Guest Analytics with our email, SMS, social, promotions management, and guest acquisition solutions, we make it possible for our clients to efficiently act on those insights.”
Fishbowl’s clients are turning to the company for analytics and digital best practices as they respond to the marketing challenges facing the industry.
“Using Fishbowl Analytics, we have uncovered some new insights about our guests that we intend to leverage. That learning has been accompanied by smart, practical, business building ideas that we are testing, and we are excited about the potential growth opportunities it brings,” says Gerald Mann, SVP of On The Border.
The Fishbowl Guest Analytics platform offers a CMO dashboard and a set of standard analytical modules:
- RFM: evaluation of guests by spend, frequency, and recency of visits
- Campaign Performance: real time measurement of omni-channel marketing campaigns on a variety of metrics
- Social Engagement and Sentiment: determination of brand sentiment and measurement of social engagement across Facebook, Twitter, Instagram, and others.
- Acquisition Channel Analysis: determination of which marketing efforts (such as email, direct mail, SMS) drive the greatest ROI over the customer lifecycle value
- Item Level Preference: analysis of item purchases by key customer type
Additional applications can be enabled with datasets from other sources. The platform’s ability to ingest data and leverage machine learning technologies means clients get the benefit of guest insights quickly and at a reasonable cost.