Michelle Wong

Michelle Wong

Director, CRM & Analytics (Global Marketing)
McDonalds Global Franchising Limited Singapore Branch
Jury President
Thank you for this honour.

Increasingly, the defining edge for any strategy / award will be how evident data runs through the lifeblood of it. What separates the forerunners will be how they democratise data into every business unit to power individual and collective decisions. I’m hoping this year’s category entries will show us how this is becoming a reality - from how we improve our understanding of customers to making decisions in near/real time to enhance their experiences. Because if not, even data has an expiry date.
Michelle is part of the McDonald’s Global Media, CRM and Merchandising team that aims to unlock the full value of all McDonald’s customers through data.
 
Her vision is that “Today we serve close to 69 million customers in over 100 countries on a daily basis. Tomorrow, we want to have personal conversations with these customers”.
 
Her team is focused on using the data they have on customers to create value, utility and meaningful experiences. We have the ability to say, ‘We remember you, we remember what you ordered, we know your preferences and can engage with you personally.’”
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