Marketing Intelligence:

Marketing intelligence comes under marketing information system, which collects data from
various resources such as customers, competitors, supply chains, stores etc. analyses these
data and convert it into valuable information based on which marketing decisions are made.
Some of the ways burger king uses it quite more creatively rather than for basic research
purposes are,

 Burger King is the first company, which used Artificial Intelligence for creative work.
Here, the company tested a beta version of new deep learning algorithm, with which
the AI created the advertisement, titled “Whopper Friend with Creepy King Doctor”.
It shows two friends wearing burger king crowns eating whoppers. This was done
using high end computing and big data, which was used to train an artificial neural
network with recognizing capabilities. The recognising capabilities were achieved
through analysing thousands of fast food advertisements and competitive reports from
market research. The advertisement showed strategic and effective communication.
https://www.youtube.com/watch?v=ll1g8NhXiqI,
https://www.youtube.com/watch?v=xw1xX-yU0oM
https://www.youtube.com/watch?v=zrD2fSJFZ_Y
 Another interesting thing was, the re-vamped app developed by the company, alerts
the user with a sale of whopper for just one penny, when the user is in 600 feet radius
of their biggest competitor, which is McDonalds in this case. Making Burger King
app, the most downloaded in the apple webstore.
 The company makes use of location data for two purposes. One is that, by getting
deeper insights about the customer, the places they visit with which the company can
identify new opportunities like new menu items or optimum spot for their upcoming
restaurant. The other way it helped in finding out the product that people would eat
more often. Depending upon the location of the restaurant, the company removed veg
burgers in the entire chain while they added impossible burger in that specific
location. It also helps in analysing the foot traffic in the rival competitor, and decides
on whether or not to put up a restaurant in that location.

Operational Decision:

These are used in managing the day to day business activities, which are mundane and are
repetitive in nature. The company uses technology to improve all aspects of operations,
which consists of delivery, app and drive-thru. When compared to competitors such as KFC,
McDonalds, Wendy’s, Taco Bell, the company has the fastest speed of service, with 193.31
seconds per customer as average, where majority of its sales come through. Apart from
improving the customer relationship, they have real-time transmittal for their restaurant
inventory and point-of-sale. The restaurant has used Wifi to gather information about
customer practices, the length of stay, sales and so on. It also helps in operational activities
such as syncing the order to the kitchen and payment.