Launching analytics for all digital channels across 3 countries

With a mutual understanding of the importance of data-driven process, Flying Bisons and KFC ventured into a collaboration that would lay the foundation of Digital Analytics across three digital channels, namely Website, Mobile App, and Kiosk; and across three Central and Eastern European countries which are Poland, Czechia, and Hungary.

KFC logo

Kentucky Fried Chicken is an American fast food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world's second-largest restaurant chain with more than 23 000 locations globally in 136 countries.

KFC technologies
  • Goal

    To improve digital experience of users across countries and platforms with data.

  • Scope

    Kiosk, Website, and Mobile App

How it all started?

HUMBLE BEGINNINGS

Our collaboration with KFC first started with the re-design of their web e-commerce experience. The success of this execution has helped us establish a long term relationship with KFC, where we continue to enhance not only the experience of the website but also mobile app and food ordering kiosk. The next logical step was to embark on a data-driven process to optimize the e-commerce experience. As a proactive approach, we performed an exhaustive analytics audit to ensure that the existing data quality is viable for optimization.

At the same time, both Flying Bisons and KFC were aware of the importance of coherent analytics practice across countries and sales channels. What grew out of these was a decision to revamp the Analytics tracking for the business.

Google Analytics Audit
  • Is tracking code implemented correctly?
  • Self referral issues?
  • Are view settings configurated correctly?
  • Are filters set up correctly?
  • Do we have site search activated?
  • Is enhanced e-commerce turned on?

Process

BEGINNING

We started the project with the Discovery phase, where we seek to identify the existing conditions and requirements from the client. Once we gathered all the necessary information, we move on to the Strategy phase where we strategize and plan the data collection, from technology stack to technical implementation guide. The next phase is Implementation, where the analytics plan is being implemented by the tech developers, and any required configuration is being set up on the analytics tools.

The last phase of the project is Optimization. This phase involves building reporting dashboards based on the data we collected, and using such data for ongoing digital optimization. You can read more about each phase below.

Discovery The goal of Discovery is to gather the right information and requirements about the business before moving on to the next stages of the project.
Strategy Based on our findings in the discovery phase, we proceed to build a comprehensive strategy for data collection.
Implementation This phase is where we implement the strategy that we planned in the previous phase. This include tech development and front-end configuration.
Optimization This is an ongoing process where we utilize the data collected to improve the business. This includes practices such as reporting, data analysis, CRO, and A/B testing.

Discovery

PROCESS

Understanding As-Is

This phase is crucial for us to gather the right information and requirements before strategising the solution. We started this by understanding the project history and background, such as the channels that Flying Bisons was involved in redesigning and digital analytics decisions. This is followed by a study of all digital sales channels and how they co-exist across key CEE countries. After verifying the scope with the client, we executed a thorough review on the functionalities of these sales channels. The goal was to identify areas for cohesiveness.

KFC analytics dicovery

Pain Points

As part of our effort to optimize the e-commerce experience, we realized that there was a lack of data points for us to understand user behaviour better. To examine how we can level-up the data collection and analytics tracking for KFC, we decided to run an exhaustive audit on the existing website. This process of the audit consists of the following components:

Audit Checklist We used a tried-and-tested framework to access the competency of the existing Analytics set up. This helped us reliably identify areas for improvement in a short time frame.
Areas for Improvement Based on our findings in the audit, we segmented the key areas for improvement into categories such as data quality, page tracking, e-commerce, acquisition, and user behaviour.
Recommendations Once the areas for improvement are segmented, we compiled a list of recommendations in a legible manner. We also helped prioritise these improvements, allowing the client to focus on more crucial items.

Strategy

PROCESS

Software Stack &
Analytics Architecture

As the first step of the strategy phase, we ensured that we fully understand the client’s current and future needs. Before deciding on the right analytics tools and integration for KFC, we established a discussion with key stakeholders, from the Group Head of Analytics to KFC Digital Managers. This involves accessing the existing Analytics stack across different sales channels to evaluate if we needed a different suite of tools. A decision that we made was to standardise the use of Google suite of products across Web, App, and Kiosk.

KFC strategy

Analytics Plan

The details we gathered during the Discovery and Strategy phases act as a foundation for the Analytics Plan. The Analytics Plan is essentially a centralized documentation and framework, which allows us to consolidate all necessary information and function into one document. As examples, some details that are documented include a list of events and attributes we would like to track, user data we would like to collect, metrics and segments important to the client, implementation guide for the tech developers, and so on.

After meticulously compiling the Analytics Plan, the client has to review it and sign-off before we can proceed with any forms of implementation. As we strive to have a unified tracking across all sales channels, we made sure that the naming conventions are consistent across Web, App, and Kiosk.

List of events to track
in Google Analytics

KFC events

Implementation guide

The implementation guide is a part of the bigger Analytics Plan but deserves a mention due to its importance. The Analytics Plan was designed with tech development in mind, where we included specific reference points and details specifically for implementation purposes. We provided explicit guidelines which allow the developer to kickstart implementation with minimal hands-on guidance. We also customized the Implementation Guide based on the Analytics stack the client agreed on. A few software that we are using includes Google Analytics, Google Tag Manager, and Firebase.

We planned and implemented the Analytics Tracking for web using Google Analytics and Google Tag Manager. We rely on data layers to help us pass relevant information to our tracking tools.

KFC code

Development

PROCESS

Tech Implementation

Once the Analytics Plan was approved by the client, we proceeded with tech implementation. This is done by external companies that manage the development for KFC. The Analytics Plan is used as the main reference for the developers, but we also provide expert knowledge and guidance whenever needed.

KFC mobiles KFC mobiles offer

Configuration of Analytics Tools

Concurrent with the tech implementation, we started to set up and configure the necessary analytics tools for the project. We ensured that the analytics tools are ready for testing once the tech implementation is ready. A few tools that we are using are:

KFC logo Google Analytics
Knowing that the client uses Google Analytics 360 (GA360) as their main analytics tool, we built and customized the Analytics Plan based on this. Advanced features such as Custom Dimensions and Metrics, and integration with Google BigQuery were utilized for the project. Technologies such as Measurement Protocol were also used for certain scenarios.
KFC logo Google Tag Manager
Google Tag Manager (GTM) is another tool that is used to manage the analytics tracking for the website. Similarly, the Analytics Plan that we created acts as a reference point for us to configure the necessary tracking. As there was a legacy implementation in GTM, we had to ensure that migration is done correctly for any important tracking, especially for those used for performance marketing.
KFC logo Firebase Analytics
Firebase Analytics is used to track users on the mobile app. We decided to migrate from Google Analytics to Firebase Analytics, knowing that the support for Google Analytics will be ended by Google. Some minor configuration was needed to set up conversions for marketing.

Quality Assurance & Testing

As soon as both tech implementation and analytics configuration are completed, we move on to a crucial phase of the project. The quality assurance practice helps us iron out any potential issues with tracking before we have it live on the live website. Using the Analytics Plan as a reference point, we verify and ensure that the tracking has been implemented correctly, and the right data is being passed to the analytics and marketing tools. We typically go through a few rounds of testing until the data quality is satisfactory.

KFC quality assurance

Cooperation with Various Entities

As we are leading the Analytics Project, we established close cooperation with the companies in charge of tech development. To ensure that the Analytics Plan is aligned with the performance marketing efforts, we also worked closely with the marketing agencies that are appointed by KFC across Poland, Czechia, and Hungary.

Optimization

PROCESS

Reporting & Dashboard

Once the analytics tracking is implemented and live on the website, we proceed to build reports and dashboards which provide a view of digital performance and user behaviour. The basis of the dashboards is based on the metrics and segments planned before in the Analytics Plan. A few key metrics that we include are:

KFC reporting
Key Performance Indicator KPIs show the health of the business. Trends and previous period comparison are also included to access the growth of the business.
Funnels We included funnels to visualize the key user path across the digital platforms. This provides us insights on which part of the funnel to optimize.
Conversion Rates On top of e-commerce related conversion rates, we also included conversion rates for various features of the digital platforms such as upsell pop-ups.

Optimization

Digital Analytics is essentially a continuous optimization process based on data. The data we collected and visualized is a means for us to improve the customer experience even further. Through this exercise, we are able to kickstart Conversion Rate Optimization and A/B Testing practices to help understand what works best for the users.

KFC optimization
KFC mockup

We use dummy data in all metrics, graphs, and contextual information presented in this case study.

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