The recipe for Chipotle’s marketing success? The right mix of intuition and data-driven analysis.

Adweek recently spoke with Chipotle’s VP of Loyalty and Marketing, Jason Scoggins, and GALE’s Executive Creative Director, Jason McCann, to discuss how their partnership has led Chipotle to achieve one of the fastest-growing loyalty programs in marketing history, while digital equates to more than half its revenue.

The duo delved into the Cannes Gold Lion-winning campaign, ‘‘Doppelgänger,’ which helped generate $4.8 million in incremental revenue in the first six weeks after launch. They also highlighted their focus on prioritizing brand awareness and engagement transactions, stories over appeals, and long-term impact over short-term performance.

Read the full piece in Adweek here.