Yum Brands is partnering with Treasure Data to “unify all first-, second- and third-party data, creating a single view of a customer across multiple brands,” the companies announced in July. Such a perspective could be helpful in targeted marketing across multiple chains.

Yum specifically cited Treasure Data’s AI and machine learning tools as particularly useful in improving marketing to drive frequency and spend. The company did not specify, and neither company immediately responded to a request to clarify, which kind of AI tools and machine learning is employed by Treasure Data’s customer data platform.

“Treasure Data’s advanced AI and machine learning capabilities can provide rich, actionable insights that deliver engaging, personalized content to customers,” Yum said.

This partnership builds on Yum’s existing digital-first strategy. By collecting data from across channels, Treasure Data is capable of reducing the number of “unknown diners” who order from Yum’s restaurants. Given the importance of LTOs and customer engagement through interactive marketing campaigns, to Yum’s overall business plan, the Treasure Data partnership aligns well with the company’s strategy. 

But Yum has generally preferred to build its tech solutions in-house, the company said. “While Yum! is focused on owning the majority of its tech solutions, it does partner with select third-party tech providers like Treasure Data,”

Yum is not alone in seeking external partners to manage customer data. Recently, Denny’s partnered with Olo as its customer data platform before it added ahead personalized challenges to its loyalty program in June.