Church's Chicken uses Yext to manage the digital facts about its brand. Yext enables brands like Church's Chicken to update and maintain important brand information across their websites, mobile apps, internal systems and the entire knowledge network — approximately 175 digital services globally, including Google, Amazon Alexa, Apple, Bing, Facebook, Yahoo and Yelp. Church's Chicken also set up conversion tracking, to better understand the revenue impact of its online efforts.
"Prior to Yext, we really didn't know how many people were viewing our listings," says Magee. "What's the impact of media? What's the impact of seasonality? Of these limited-time offers and promotions? Now, not only are we able to see that we're driving activity — of people finding us in search and visiting our pages — but then we can see if we're turning them into taking an action (conversion)."
Beyond measuring ROI, these insights have been particularly informative in painting a more complete picture of where gaps in customer education exist, thus empowering Church's to be more targeted in their efforts to make sure the right information is being delivered at crucial decision-making moments.