mTAB™ - integral to management reporting and strategic decision making

Taco Bell continually surveys quick serve restaurant patrons for brand and advertising awareness, reach and frequency metrics as well as for site evaluations, development of new products and menu-board research. An mTAB™ service subscriber for over 15 years, Taco Bell can easily trend and examine key metrics for specific user segments across this entire time period.

mTAB™ plays a critical role in the authoring of Taco Bell’s executive reports. Variable definitions that did not exist within the mTAB™ data warehouse 15 years ago are easily created on the fly to support trending. In addition, the consumer insights team leverages mTAB™ for “what if” analysis of strategic decision making issues such as “would re-defining the existing Brand Loyalty calculation yield further insights into consumer behavior?”