Time to Analyze the Data

Dunkin' Donuts taps Demantra to improve the effectiveness of marketing programs

Waltham, MA — December 3, 2003 — Dunkin' Donuts, the largest coffee and baked goods chain in the world, has selected collaborative marketing and supply chain solutions provider Demantra's Spectrum program to help the franchiser improve the effectiveness of its summer cold beverage promotional programs.

Additionally, Dunkin' Donuts said Spectrum would enable marketing executives to conduct in-depth analysis of store- and category-level data to measure the success of their campaigns, and to run more targeted, effective promotions in the future.

Dunkin' Donuts selected Demantra's Promotion Effectiveness (PE) solution because of its analytics and predictive modeling capabilities that consider impacts on promotions, such as cannibalization and halo effects. This provides Dunkin' Donuts with a single tool to collect and analyze disparate market data, enabling visibility into the impact of promotions — not only on overall sales, but also on sales of individual products in specific categories, including hot, cold and specialty beverages, among others.

"With the competitive landscape in which we operate, it's important for us to measure [return on investment] and focus on marketing activities that deliver the greatest benefit," said Nancy Goldston, strategic planning manager at Dunkin' Donuts.

She added that her company selected Demantra Spectrum because its collaborative and analytical capabilities provide a comprehensive view of data, improving the chain's understanding of the success of promotions. "This increased visibility into marketing strategy and performance will enable us to determine which marketing and advertising programs work best, ultimately improving the return on our promotion spending and increasing profit margins, both for Dunkin' Donuts and our franchisee partners," she explained.

"As the largest coffee and baked goods chain in the world, Dunkin' Donuts clearly recognizes the importance of increasing its return on marketing investments," stated Bill Seibel, CEO, Demantra. "Demantra's experience in the quick service restaurant market enables us to partner with Dunkin' Donuts to help provide them with a better understanding of the results of their promotional programs, and put the tools in place to plan and measure future initiatives."