Why Nike sunk its teeth into data analytics firm Zodiac

Goal is to strengthen digital capabilities and accelerate ‘Consumer Direct Offense’ strategy

US-based Nike says its acquisition of data analytics firm, Zodiac, is aimed at bolstering digital capabilities and accelerating its Consumer Direct Offense strategy to serve consumers faster and more personally at scale.

The athletic footwear, apparel, equipment and accessories company's stable includes the Nike brand, as well as Converse and Hurley International.

“The acquisition of Zodiac demonstrates our commitment to further accelerating Nike’s digital transformation and enhancing our consumer data and analytics capabilities to help us serve consumers globally,” Nike vice-president and chief digital officer, Adam Sussman, said in a statement. “We’re adding world-class data-science talent and best-in-class tools to power one-to-one relationships with consumers through digital and physical consumer experiences.”

A Nike spokesperson told CMO the acquisition of Zodiac demonstrates a commitment to enhancing the group's ability to serve consumers on a one-to-one basis, powered through a deep understanding of their goals and needs.

“We’re a company dedicated to activity and inspiration, and we use data that consumers have shared with us to help inspire and motivate people to become more active and to help them find the right products,” the spokesperson said.

The acquisition of Zodiac will bring a team of expert data scientists into Nike, as well as advanced tools that will help support relationships with consumers through digital and physical consumer experiences.

Asked about the company's vision in terms of customer experience and personalisation, the spokesperson said Nike believed in creating "life-long relationships with consumers" by serving them real value and experiences.

To do this, the brand has created a distinct membership program, called NikePlus, that focuses on rewarding members and their emotional connection to the world of sports.

"So we celebrate and reward consumers with the products and experiences that are authentically part of their individual journeys, enabling us to close the gap between the emotional connection consumers have with our brand and getting them exactly what they want. At this stage, this membership is only available in some markets," the spokesperson continued. 

The company plans to continue focusing on the Nike Plus membership program as the foundation of its data analytics strategy. NikePlus members have a single universal profile across all of our websites, apps and physical or digital touchpoints.

NikePlus membership is available in all markets, including Australia. However the benefits may differ from market to market, according to the spokesperson, and the new benefits are only available in markets outside of Australia at this stage.

Read more of CMO's coverage on how brands are using data analytics:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in