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Adidas improves customer insights with Microstrategy analytics tools

Matthew Finnegan | July 10, 2014
Sportswear manufacturer Adidas has deployed Microstrategy analytics as the front-end of its business intelligence platform, allowing the company to harness a range of data to improve understanding of customer behaviour.

Sportswear manufacturer Adidas has deployed Microstrategy analytics as the front-end of its business intelligence platform, allowing the company to harness a range of data to improve understanding of customer behaviour.

Speaking at Microstrategy World in Barcelona, Michael Voegele, vice president of global IT at Adidas Group, said the Microstrategy tools were integrated with a business intelligence platform running on the SAP HANA to help speed delivery of customer insights to staff within the business group.

"How do you convert from the old financial reporting model, to something that helps you predict what happens in the marketplace and what consumers will like, and influence purchasing decisions?" he asked.

"We see Microstrategy as the key front-end of our BI platform, and as the foundation to understand each of our consumers to make sure they get a great brand experience - we don't want to just look at aggregrates."

Part of the big data analytics strategy was to consolidate four separate data warehouses into the one single platform running on the HANA n-memory database. The new platform is also connected to traditional core databases, as well as information from its Hadoop systems and customer data from its custom-built CRM platform.

By integrating BI tools with Microstrategy, Adidas has enabled staff to access valuable data on a self-service basis through mobile devices, and allowed the creation of dashboards to help react quicker to changes seen 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 help the company keep aware of 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 backend system and other environments," he said.

 

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