The definitive guide to franchise data strategy, with Gabriella Ferrara of Scorpion
Play • 21 min

Data strategy can feel like a nebulous term to some business development professionals, but the fact is that franchise brands can no longer neglect this area in favour of something that’s perceived as more tangible.  

Information is power, and when it comes to tracking how your customers, prospective franchisees, and entire franchise network operate, harnessing data is one of the most powerful tools in your arsenal.  

Organizations like Scorpion work with their clients to utilize data in an efficient and effective manner. But this is an area that’s always subject to change, so it’s important to stay updated on best practices and strategic essentials. That’s why we caught up with Gabriella Ferrara, who is the vice president of strategic marketing at Scorpion.  

So if you’ve ever wondered whether franchisees need to be involved in planning a brand’s data strategy, or perhaps the fundamental ways in which brands sometimes underutilize data, make sure to tune in for our data-centric conversation. 

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This episode of the Global Franchise Podcast is powered by Scorpion. For more information, visit

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