Speaking at today’s Drapers Digital Festival, Dennise Yeh, global head of web analytics at Adidas, outlined how the sports giant uses analytics to gain a more accurate view of its customers. Below are three key pieces of advice.
Have a common goal
“We don’t always get things right – sometimes we run fast, sometimes we run slow. But one key learning I want to share is that whatever we’re working on, we always have one common goal that has been predefined. Think about the upcoming football World Cup in Russia. If you were to speak to the teams, not one of them would say, ‘We came here to be number two.’ Having one clear goal among your team is extremely important.”
Talk to your customers
“Take, for example, a high-value customer who has more than 30 pairs of Adidas trainers and spends more than £5,000 a year with us. We might look at our data, see that he’s obsessed with our sneakers and conclude that he’s a running enthusiast.
“But if we actually talk to that consumer, he might have a completely different view of himself. He might be a cycling enthusiast and wears his Adidas trainers everyday as a fashion purchase. You have to piece together the puzzle and see the consumer through their eyes. It doesn’t matter what we think – we want to know what the consumer thinks.”
Put consumers at the centre of everything you do
“Consumers are our starting point – they are the centre of our heart. No matter where you are shopping, whether that’s on our dot.com, on our mobile site, someone who engages with us on social media or opens an email communication from us, the consumer has to be the starting point.”
Don’t stand still
“Dot com is now our most important store and that is only going to accelerate. We are never going back to an age without smart phones. The digital world will only get faster and faster and consumers can now do everything on their phones. Shoppers are living in a hyper-connected digital world and that world is often more connect to everything digital than our business model is, so we have to think – how do we catch up? How do we get a sense of what consumers care about?”