Need to grow currently dis-engaged member base for a fast food chain.
Triple existing base of 500k loyalty program members within a year.
Increase percentage of 'active' members from 50% to 60% within a year.
'Active' means customers have purchased at least one item within 6 months.
Grow engagement rates by 10% within a year (Frequency-Recency-Monetary).
Leverage data and Salesforce ecosystem effectively to support strategy.