Senior Editor - Restaurants
By acquiring the Kvantum biz, Yum! enhances its ability to apply consumer insights and data analytics to drive marketing spend optimization.
Yum! Brands, Inc. has struck a deal to buy the artificial intelligence-based consumer insights and marketing performance analytics business of Kvantum Inc.
By acquiring the Kvantum business, Yum! and its KFC, Pizza Hut, Taco Bell and The Habit Burger Grill brands enhance their ability to apply powerful consumer insights and data analytics to drive calendar and marketing spend optimization.
Designed to Make Informed Decisions
Founded in 2012 by Shilpi Sharma, Chief Executive Officer, and Harpreet Singh, Chief Technology Officer, Kvantum develops and deploys algorithms and artificial intelligence models to help brands understand consumer behavior and make informed media and calendar decisions. The acquired Kvantum business combines machine learning and econometric modeling into its Marketing Performance Analytics Platform in a seamless manner. Kvantum’s proprietary technology can measure the effects of marketing tactics in a designated geography across owned, paid and earned channels. Kvantum uses the latest modern marketing principles to tailor its services and technologies to support Yum!’s brands in several international markets.