Letting the data decide: How Just Eat's single customer view drove advertising efficiency

Emily Barley

This article outlines how Just Eat, the takeaway marketplace, changed its approach to data and ad budgeting and shifted its focus to mobile.

Letting the data decide: How Just Eat's single customer view drove advertising efficiency

Emily Barley

In 2006 Just Eat launched in the UK, following five years of growth in Denmark. The idea for Just Eat was to provide greater convenience for people who order takeaways by using new technology. The Just Eat founders focused on takeaway food for one simple reason: while other consumer markets were shrinking, the takeaway market continued to grow.

Fast forward to 2016 and Just Eat is the world's leading takeaway marketplace; it's active in 13 countries and in the UK alone it has 27,000 restaurant...

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