Sandrine Seksik, former insights director at McDonald's France, emphasizes the importance of integrating insights into brand strategy rather than treating them as a separate department. Her team played a crucial role in decision-making and innovation, particularly in enhancing digital ordering and adapting to local dining habits. Insights drove strategic planning and operational changes, enabling McDonald's to thrive during the pandemic. She advocates for building relationships with CMOs and focusing on continuous data analysis to align insights with business objectives, which is essential for a consumer-driven approach in an increasingly data-rich environment.
Insight Must Sit at the Center of Any Brand, Says Former McDonald’s Insight Director
