Travis Freeman is the SVP of demand generation at Inspire Brands, the second-largest restaurant group in the U.S. His teams lead paid media efforts across all their brands, including Dunkin’, Arby’s, Sonic, Jimmy John’s, Buffalo Wild Wings, Baskin-Robbins, and more.

He shares his perspective on omnichannel marketing, the value of digital advertising for food and beverage brands, and his priorities for 2023.

At Inspire Brands, everything they do ties back to return on ad spend (ROAS) and their omnichannel strategy wouldn’t be possible without a unified approach to data. They have worked over the past two years to create a single technology platform for their family of brands.

This data spine enables all of their brands to work as one, using the same infrastructure to reach consumers where they actually are. One of the biggest challenges is ensuring that their guests’ needs are met as well as analyzing their data to get a better view of what they want from us.

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Source: Google Think/Travis Freeman

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