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About Cheetah Digital

Cheetah Digital is an enterprise cross-channel marketing technology company. The Cheetah Digital Marketing Suite combines data management capabilities and cross-channel execution with in-house professional services expertise and dedicated support to help brands execute complex marketing programs at scale and achieve profitable brand outcomes. On October 21st, 2021, Cheetah Digital was merged with CM Group. The terms of the transaction were not disclosed

Headquarters Location

72 W Adams Street

Chicago, Illinois, 60603,

United States


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Research containing Cheetah Digital

Get data-driven expert analysis from the CB Insights Intelligence Unit.

CB Insights Intelligence Analysts have mentioned Cheetah Digital in 1 CB Insights research brief, most recently on Dec 14, 2022.

Expert Collections containing Cheetah Digital

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Cheetah Digital is included in 3 Expert Collections, including Conference Exhibitors.


Conference Exhibitors

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Targeted Marketing Tech

453 items

This Collection includes companies building technology that enables marketing teams to identify, reach, and engage with consumers seamlessly across channels.


Grocery Retail Tech

831 items

Latest Cheetah Digital News

Donatos Pizza Grabs A Slice of Loyalty Pie

Jun 26, 2023

Monday, June 26th, 2023 – 12:00 pm Five years ago, Donatos Pizza looked around at the loyalty programs its competitors were offering and set out to build one of its own. The Ohio-headquartered pizza chain’s original loyalty program, created in-house, was a “pie in the sky” with many moving parts, said Erin Corrigan, director of digital marketing. “We had done a little research on best practices, but we were by no means experts.” Program components included a punch card system, 10 points for every dollar spent, bounce-back offers, signup incentives and birthday rewards. The discounts piled up fast, but the impact to the brand’s bottom line wasn’t clear. In 2018, Donatos started working with Stellar Loyalty – which later became Cheetah Digital and is now mar tech firm Marigold – on email marketing efforts, signing up for a loyalty program test in early 2019. Marigold’s analytics work revealed cracks in the fledgling loyalty program’s foundation. Though more customers were coming in, profits were canceled out by the promos and discounts. Donatos amended the loyalty program to revolve around earning points toward free pizza. But this second iteration produced its own complications. “It was chaos,” Corrigan said. “We were, at that point, in survival mode.” Test and learn From Marigold’s report, Donatos learned that only 18% of loyalty program members were earning a reward (aside from birthdays) each year. Members redeemed less than half of the issued rewards, meaning 8% of members saw any sort of perk, Corrigan said. Based on its findings, the family-owned pizza franchise introduced on-demand rewards at different price points, such as adding more menu items as options or rewarding customers with points for participating in occasions like National Pizza Day or completing quizzes and surveys. That way, customers didn’t have to save up points over time to gain any value. The testing and learning during the last five years have yielded growth for the company, with a 23% increase in program participation to 135,000 new members over the last year, Corrigan said. The share of members redeeming rewards is up from 8% to 19%, and now about a third of net sales come from the program’s 76,000 on-demand rewards members. “It’s been really great to not be in panic mode,” Corrigan said. Another metric the chain tracks is engagement with member badges, which recognize and reinforce online ordering, by rounding up an order total to donate to a cause or trying new menu items. At present, 76% of members are earning badges. Next on the docket: Donatos is trying to grow the percentage of orders that can be attributed to rewards members. “We’re just getting started,” Corrigan said. “We still have some evolving to do.” Dollars and data A benefit of working with Marigold is that Donatos’ marketing team consolidates the customer data, according to Corrigan. Previously, the department requested IT or finance would pull that information. This access created opportunities to identify patterns and trends, segment audiences and personalize its messages. For instance, Donatos uses its vegetarian and gluten-free segments to target customers who purchase vegetarian options or cauliflower crust, rather than suggesting pepperoni pizza to everyone. The Donatos loyalty program divides people into four tiers based on order frequency, and tailors its messaging accordingly. Customers in the base tier haven’t purchased in more than a year; the next tier up, low frequency, visit once or twice a year; and by the time you reach the high-frequency tier, customers visit once a month or more. “It’s about finding the people who have the potential to move up into that high tier,” Corrigan said. To personalize its offers, Donatos relies on a blend of zero-party data – such as birthdays, favorite menu items or dietary preferences people provide to the company – and first-party data, including purchase activity, order history and which day of the week customers come in most, Corrigan said. “It’s about striking a balance between what people say they’re doing versus what they’re actually doing.” Related Stories

Cheetah Digital Frequently Asked Questions (FAQ)

  • When was Cheetah Digital founded?

    Cheetah Digital was founded in 1998.

  • Where is Cheetah Digital's headquarters?

    Cheetah Digital's headquarters is located at 72 W Adams Street, Chicago.

  • What is Cheetah Digital's latest funding round?

    Cheetah Digital's latest funding round is Merger.

  • How much did Cheetah Digital raise?

    Cheetah Digital raised a total of $1M.

  • Who are the investors of Cheetah Digital?

    Investors of Cheetah Digital include Marigold, Experian and Vector Capital.

  • Who are Cheetah Digital's competitors?

    Competitors of Cheetah Digital include Antavo, Cordial, Resulticks, Jebbit, Braze, Optimove, Iterable, Zeta Global, Selligent Marketing Cloud, Emarsys and 15 more.

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