Sportswear giant Adidas – sponsor of the seven-goal German football team – has overhauled its customer data strategy to speed up delivery of insights and drive personalised marketing.
The company, which also sponsors Argentina and is on the verge of replacing Nike as Manchester United’s kit supplier, has implemented a new analytics solution from Microstrategy.
The move has seen it consolidate four separate data warehouses into the one single platform, which is also connected to traditional core databases, as well as information from its Hadoop systems and customer data from its custom-built CRM platform.
Adidas Group vice president of global IT Michael Voegele said the new system has enabled staff to access valuable data through mobile devices, as well as create dashboards to help react quicker to changes in the market.
“Mobile devices, the internet of things, in-memory computing, all of these are used for strategic big data and actionable insights,” he said. “We see that as part of the solution to get closer to our customers.”
Voegele added that the Microstrategy tools will also help the company keep an eye on developments with its rivals in the market through online interactions.
“We want to get more social competitor insights from the web, combined with information we gather through our back-end system and other environments,” he added.
Adidas’ social media activity around the World Cup, devised by London agency We Are Social, has so far seen the Adidas brand tweeted, retweeted and mentioned over 1.6 million times, while the #allin hashtag has been mentioned 570,000 times on Twitter during the World Cup.
Meanwhile, Adidas’ YouTube audience has almost doubled, with 200,000 new subscribers.
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