US Strategic Insights pushes McDonald's to use evidence-based data to fuel business decisions, build marketing plans, shape longer-term strategic plans, and guide our creative communications. We do this through partnership and collaboration with functional areas across our organization, such as Marketing, Menu Innovation, Supply Chain, Digital, Development, Operations, and Business Insights. The Marketing Measurement and Optimization team supports Marketing strategy for the US business by driving higher marketing effectiveness and efficiency. This team's key projects include Paid Media testing, marketing mix modeling and CRM measurement.