Instead of using the classic mindset:
- How can I use these insights that I discovered so that I have as many restaurant-clients as possible that place a minimum of orders in the first two weeks?
They thought about it like this:
How can I use these insights to help THEM, my clients, generate more orders?
They dug in the historical data, they made personas according to the types of clients they had, they interviewed them and then they got down to business.
The marketing and content teams started to write educational materials for each type of persona, with one purpose in mind: to help restaurants generate more orders.
The product management teams started to develop tools that were not at all the focus of the business but were meant to help restaurants get more orders (e.g.: an automatic tool for generating AdWords ads for a restaurant).
In the end, they launched an emailing programme and a gamification system, but their goal was to teach restaurants new ways of generating orders, and not for them to have more restaurants with a minimum number of placed orders.
A very subtle but important difference.
The focus is on the customer, not on the product.
Instead of using analytics to grow their own business, they use it to grow the business of their customers.