Adidas, one of the biggest sportswear companies in the world and kit provider to many top sports teams, has deployed a MicroStrategy business intelligence solution in an effort to "get closer to the consumer" and provide a better "brand experience".
That's what Michael Voegele, vice president of global IT and head of enterprise architecture for Adidas Group told the audience at MicroStrategy World Forum 2014 in Barcelona, Spain.
He used his keynote to describe how the rise of smartphones and tablets is providing retailers with more information about consumers than ever before and how Adidas is doing all it can to exploit the fact that the mobile has become "the remote control for life" for the benefit of both the business and the customer. Adidas has more than 150,000 "touchpoints" with customers through retail, e-commerce and wholesale.
The sportswear firm sees an increasingly connected world as a source rich with huge amounts of data, which Voegele said can be used to provide customers with a better "brand experience".
"Mobile devices and mobile applications are taking over traditional software, but also the Internet of Things is used to gather strategic big data and actionable insights," he explained.
"That's where we also target and we see that as part of the solution to getting closer to our consumers," Voegele continued, adding that big data and analytics is the way Adidas believes it can get back to "the roots of the company" in providing "what's best for the athlete and what's best for the consumer."
Voegele described how in order to take on this challenge, the Adidas IT department decided to consolidate its four data warehouses into one and apply analytics software to more efficiently find the answers it was seeking.
"We decided to consolidate four separate data warehouses into one single platform which we run today on an SAP HANA environment.
"We connected traditional databases to the platform, but we're also connecting Hadoop information and consumer information which we gain from the platform," he said, before going on to describe how Adidas also applied a MicroStrategy solution to gain proper business insight from its data.
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