“Data is a form of currency. It’s a form of communication, it’s a form of language. And so we think long and hard about how we not only collect the data, but use it in a way to connect and create long term value and relationships with our customers.”
— Tariq Hassan

In today's digitally-driven world, data has become a powerful tool for businesses to connect meaningfully with consumers. To understand more about how to collect, keep and expand data to influence consumer culture, we sat down with Tariq Hassan, Chief Marketing and Customer Experience Officer at McDonald's USA.

Tariq is a remarkable consumer marketing leader, driven by data and constantly seeking new ways to transform technology marketing. His rare combination of general management skills and operational expertise enables him to excel in diverse categories. With two decades of experience in world-class brand building, Tariq has worked with renowned leaders such as PepsiCo, Gatorade, GM, J&J, Mars, HP, Mercedes, and Emirates Airlines. His proven track record for achieving outstanding results stems from his ability to lead collaborative teams that anticipate and exceed the needs of consumers, resulting in year-over-year growth in the market.

Find out more about McDonald's data approach to adapting to consumer needs and building stronger customer relationships by checking out the key takeaways of this episode or the transcript below.

• Data is a Form of Currency  - The role of a marketer has been shaped over time by external changes, particularly technological advancements. Although the fundamental theories remain relevant, advancements in data processing, accuracy, and measurement make the application of these principles more effective. By integrating data with consumer insights, sociological inputs, and other soft and hard data elements, marketers can establish more meaningful relationships with their customers.

• Adapting to the Changing Needs of Consumers - As the needs of consumers constantly evolve, marketers must invest more time in understanding their desires and interests and analyzing data that is closely linked to their needs. In addition, they must also embrace softer elements by fostering positive relationships with customers. This involves nurturing customer relationships and creating a positive customer experience that resonates with their needs and desires. By doing so, marketers can ensure that they keep up with the changing market trends and customer demands while building long-term relationships with their customers.

• The Four Pillars of McDonald's Customer Connection Plan - McDonald's core objective is to attract, engage, and retain customers by fostering a strong brand-consumer relationship. McDonald's aims to shape popular culture by influencing the public's tastes and preferences. Second, the company strives to fully engage with customers by immersing itself in its creative universe and constantly showing up. Third, McDonald's uses data insights to stay ahead of the curve and inform its marketing strategies. Finally, the company emphasizes a fan-to-fan approach rather than a brand-to-fan.

• McDonald's Approach to Healthy Diets and Nutrition - McDonald’s understands the importance of adapting its brand to align with the growing emphasis on balanced nutrition, healthy diets, and sustainability. To achieve this, the company strives to balance doing what is right and understanding its market by prioritizing what is important to consumers. In addition, McDonald's recognizes the significance of providing transparent information to enable customers to make informed decisions and take responsibility for their choices.