Theorie U

**The Data-Driven Brand: Using Analytics to Shape Perception** Can you use analytics to improve tacos? This being CBUSDAW, we think the answer is probably “yes”, but we’re not sure how to implement or test this theory. For our April meetup we’ve got Sara Kear, CMO of Condado Tacos, to investigate this delicious question. Sara will explore how she blends quantitative data and qualitative customer feedback to shape brand positioning and drive business decisions. We all know that marketing and analytics go way beyond attribution. Sara will show how Condado uses customer insights to inform product and pricing strategy. She’ll also highlight how Condado leverages customer feedback at scale to influence operational priorities, positioning marketing as the voice of the customer across the organization. In the last 12 years Condado has gone from one location in Columbus to 52 locations across 10 states, so we’re guessing there’s more to that growth than really good guac (though the guac probably helps). Ultimately, this talk focuses on the intersection of art and science—using data to inform creativity and build a brand that resonates with customers in a measurable way. **About Our Speaker** Sara Kear is Chief Marketing Officer at Condado Tacos, where she oversees brand, restaurant design, menu and pricing strategy, off-premise including catering, and customer data strategy. Since joining in 2021, she has helped grow the brand from 19 to 52 locations while building a data-driven marketing organization focused on loyalty and customer insights. Condado has since been named to the Inc. 5000, recognized as Breakout Retailer by Chain Store Age, and consistently ranked among FastCasual’s Top 100 Movers & Shakers. Thanks to our 2026 sponsors: [Clarivoy](https://www.clarivoy.com), [What Box Consulting Group](https://www.whatboxconsultinggroup.com), [Conductrics](https://www.conductrics.com), and [Piwik PRO](https://piwik.pro) More info at [cbusdaw.com](https://cbusdaw.com)

Sleep in on Sundays. When you've had your fill of pajama-time, roll out and have some tasty brunch with your fellow Humanists!

Pay attention! We’re delaying a week for those of you who may be on Spring break and/or celebrating the holiday. Ok, no pancakes, but waffles-a-plenty. Join the local UX and Digital Design community for a casual monthly breakfast. Look for us upstairs!

Private Group. Closed to the Public Knowing ourselves and understanding our abilities is the first step toward wielding our gifts with control and accuracy. In subsequent classes we will verify and hone our talents with activities and discussion. These are hands-on workshops and participation is expected. The goal of our series will be to develop expertise in areas of particular interest such as mediumship, channeling, divination, healing and, etc.. Our ultimate directions will be determined by class members as we evolve. I look forward to sharing and discovering with you. - Cynthia

The Humanist Monthly Program is our longest running event and still a community favorite. In the old days it used to be called "Going to HCCO" and we still like to think of it as our flagship event. We will be hearing from Becca Powell, Director of Advocacy and Outreach at Unchained At Last, an organization whose mission is dedication to ending forced and child marriage in the United States through direct services and systems change. Unchained At Last's mission clearly meshes and addresses several of our Humanist Ten Commitments. Becca will educate us about an issue many of us may not be familiar with--but should be. Food and drinks will be provided at the event. Feel free to show up a little bit early to hang out and talk. Going forward our meetings will be hybrid. You can meet us in-person or attend online Join Zoom Meeting [https://us02web.zoom.us/j/87836564953?pwd=4Mi57ElZkDIFlb1fnlNwOJ0NiOK4tP.1](https://us02web.zoom.us/j/87836564953?pwd=4Mi57ElZkDIFlb1fnlNwOJ0NiOK4tP.1) Meeting ID: 878 3656 4953 Passcode: 760812 One tap mobile +19292056099,,87836564953#,,,,\*760812# US (New York) +13017158592,,87836564953#,,,,\*760812# US (Washington DC) The formal presentation will start at noon