Podcast Summary: Ep. 277 - "STOP Asking for so much DATA!" with Matt Bettis

Podcast Information:

• Title: Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold
• Host: Jay Schwedelson, GURU Media Hub
• Guest: Matt Bettis, Senior Director of Customer Engagement & Loyalty at GoTo Foods
• Release Date: February 21, 2025

1. Introduction to Matt Bettis and GoTo Foods

The episode kicks off with Jay Schwedelson introducing Matt Bettis, the Senior Director of Customer Engagement and Loyalty at GoTo Foods. Matt oversees loyalty for a diverse portfolio of beloved brands, including Auntie Anne's, Carvel, Cinnabon, Jamba, Southwestern Grill, McAlister's Deli, and Seattle's Best Coffee. GoTo Foods operates over 6,700 restaurants, cafes, ice cream shops, and bakeries across all 50 states and 60 countries, making it a significant player in the food industry.

Matt Bettis shares his enthusiasm for working with such iconic brands:

“It's a dream job for a marketer for sure. So, it's been a great experience here.”
[00:08]

2. Matt Bettis’s Unconventional Career Path

Matt provides a fascinating overview of his career trajectory, highlighting a significant pivot from computer engineering to marketing. He began his career advising the Pentagon on technology strategy, a role far removed from his current position in customer engagement for a food company. This transition was driven by his realization that his passion lay in data-driven marketing rather than technical development.

Matt reflects on his career shift:

“I never would have thought I would be in this position when I started my career... I fell in love with marketing because it’s not only advertising but also has a heavy data-driven component.”
[03:01]

Jay humorously commends Matt on his impressive career pivot, likening it to the "hardest pivot in a career of all time."

3. Driving Loyalty Across a Massive Customer Base

With over 25 million loyalty members, Matt delves into the strategies GoTo Foods employs to foster loyalty among both frequent and infrequent customers. He emphasizes the importance of not only catering to the "true loyalists" who visit regularly but also engaging occasional visitors to increase their visit frequency.

Matt explains the dual approach to loyalty:

“We want to drive loyalty for all guests. Everyone that comes in the store... we are trying to build longer-term tenure and drive additional transactions more in the short term.”
[06:25]

He highlights the use of data to segment customers and tailor marketing efforts, ensuring that even infrequent customers feel valued and motivated to return more often.

4. Effective Data Collection Strategies

A significant portion of the discussion centers around the optimal approach to data collection. Matt advises against the common pitfall of asking for excessive data upfront, which can lead to customer fatigue and privacy concerns. Instead, he advocates for "progressive profiling," where businesses collect minimal essential data initially and gradually gather more information over time through incentivized interactions.

Matt emphasizes the importance of minimal data collection:

“Get just the minimum required to get them into the program initially... then get the rest over time and incentivize them to give you the rest.”
[10:45]

He cautions against the “signal-to-noise” problem, where too much data can obscure valuable insights, making analysis more challenging.

5. The Critical Role of the Welcome Series

Matt underscores the importance of a robust welcome series in engaging new loyalty program members. He notes that a surprisingly high percentage of new members never utilize their loyalty accounts, often forgetting about them shortly after signing up. To combat this, GoTo Foods emphasizes driving the first purchase quickly and leveraging that initial transaction to personalize future interactions.

Matt highlights the significance of immediate engagement:

“A very healthy portion of guests that sign up for loyalty programs never use them... we need to get them in for that first transaction, if not immediately, very soon.”
[13:29]

This strategy ensures that members remain active and engaged, reducing the likelihood of them abandoning the program.

6. Creating a Differentiated Customer Experience

Differentiation in a crowded market is another key topic. Matt uses the example of Southwestern Grill (Moe’s) to illustrate how creating a unique and welcoming experience can set a brand apart. From the moment customers walk in, the consistent and enthusiastic greeting fosters a sense of connection and enhances brand loyalty.

Matt explains the value of a differentiated experience:

“We want to be a truly differentiated experience beyond just menu... creating something that's truly differentiated in an industry where it's very difficult to be truly differentiated.”
[16:46]

This approach not only attracts loyal customers but also enhances overall customer satisfaction and brand perception.

7. Personal Anecdotes and Team Engagement

The conversation takes a light-hearted turn as Matt shares personal stories, including his recent triumph in a company costume contest where he won for dressing as Obi-Wan Kenobi. He also discusses his innovative yet humorous idea for a themed Halloween that didn't quite take off with his team, highlighting the importance of team buy-in for creative initiatives.

Matt shares a fun anecdote:

“Win the costume contest. Biggest professional accomplishment here, possibly of my entire career.”
[17:05]

These personal stories add a relatable and engaging dimension to the discussion, showcasing Matt’s personality and leadership style.

8. Connecting with Matt Bettis

In the concluding segment, Matt provides information on how listeners can connect with him. He is active on LinkedIn under the name Matt Bettis and welcomes networking opportunities, whether for discussing marketing strategies or exploring career opportunities within GoTo Foods.

Matt invites listeners to connect:

“Always happy to connect with people... reach out to me on LinkedIn and I'm there as Matt Bettis would love to talk to people.”
[19:57]

Key Takeaways

1. Progressive Profiling: Collect minimal initial data and gradually gather more information through engagement.
2. Welcome Series: Implement a strong welcome series to ensure new members make their first purchase and stay engaged.
3. Data-Driven Segmentation: Utilize extensive data to create detailed customer segments for targeted marketing.
4. Differentiated Experience: Foster a unique and welcoming customer experience to stand out in a competitive market.
5. Engagement Across Customer Types: Tailor strategies to engage both frequent and infrequent customers effectively.

Notable Quotes:

• Matt Bettis on his career pivot:
  “I never would have thought I would be in this position when I started my career... I fell in love with marketing because it’s not only advertising but also has a heavy data-driven component.”
  [03:01]

• On data collection:
  “Get just the minimum required to get them into the program initially... then get the rest over time and incentivize them to give you the rest.”
  [10:45]

• On the importance of the welcome series:
  “We need to get them in for that first transaction, if not immediately, very soon.”
  [13:29]

Conclusion

This episode provides valuable insights into effective loyalty program management, emphasizing the balance between data collection and customer engagement. Matt Bettis shares practical strategies rooted in data-driven marketing, offering listeners actionable tips to enhance their own marketing efforts. From progressive profiling to creating differentiated customer experiences, the discussion is a treasure trove for marketers aiming to build and sustain customer loyalty.

To connect with Matt Bettis and learn more about his work at GoTo Foods, visit his LinkedIn profile.

Thank you for tuning into "Do This, NOT That" presented by Marigold. Stay ahead in the competitive marketing landscape with actionable insights from top industry experts.