Guest Personal Identifiable Information (PII) report guide

Questions about the Guest PII Report in your CDP dashboard? Here's a guide to walk you through it!

Background

This dashboard will help you understand how much personally identifiable information (PII) Bikky receives about your customers. PII is used to track customer behavior and to enable direct marketing.

What are Guests?

Guests are identifiable customer profiles in Bikky. For example, if two orders use the same phone number, we will link both to a single profile. Each anonymous order is considered a unique profile.

Granularity

This dashboard analyzes guests. That means every graph is counting or averaging across the number of guests.

Cohort-Oriented

This is a cohort-oriented dashboard, which simply means that we are grouping guests by the month they first visited. This makes it easier to make intuitive comparisons of guests over time.

What is PII Class?

We have divided guests into three buckets depending on how much information we have about them. These categories are mutually exclusive.

  1. Untrackable - These are guest profiles that have very little information, so we cannot reasonably track or market to these customers.
  2. Trackable - These are guest profiles we can track over time, but which we cannot market-to. Often this means we have credit card information or a phone number, but no email.
  3. Marketable - These are guest profiles we have an email for. Marketable profiles may or may not have credit card information or phone numbers.

What PII fields does BIkky collect?

The availability of PII fields depends on the source of the order and may depend on how you've configured those sources or how you utilize them within your restaurants. Across all sources, we may have any of the following:

  1. First Name
  2. Last Name
  3. Last Initial
  4. Phone Number
  5. Email
  6. External ID - External IDs are customer identifiers provided by external platforms like DoorDash, Grubhub, etc.
  7. External Card IDs - External Card IDs are credit card fingerprints often provided by payment systems. These can be used to track the behavior of a unique credit card, but cannot be used to derive the actual card number.