Data & Analytics Wednesday - The Data-Driven Brand

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, What Box Consulting Group, Conductrics, and Piwik PRO

More info at cbusdaw.com