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WE e-Commerce Analytics: Adidas, Inspire Europe 2016

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In sports apparel, customer behaviour is driven by many different communication channels, promotions, and even celebrity endorsements. So how can you drive an e-commerce business for sports apparel across 17 different markets when there are ever changing sources of data being generated? In this session, you'll learn how Adidas used Alteryx to combine data from different sources and create deeper business analytics that improved forecasting and promotional activity. You will also hear about the organizational challenges and skill set enhancements that Adidas went through to gain internal and external agility.

To watch a recording of this session from Inspire Europe 2016, visit alteryx.com/inspire-europe-2016-tracks

Published in: Data & Analytics
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WE e-Commerce Analytics: Adidas, Inspire Europe 2016

  1. 1. Adidas eCommerce Analytics Mahendra Shikaripur - Director of Analytics Irina Mihai - ManagerWebAnalytics JohannesWagner - Senior BusinessAnalyst 13 September 2016
  2. 2. #inspireeurope16 Session Speakers
  3. 3. #inspireeurope16 Session Speakers (continued)
  4. 4. #inspireeurope16 To watch a recording of this session from Inspire Europe 2016, visit alteryx.com/inspire-europe-2016-tracks
  5. 5. Sport Needs Creators 5
  6. 6. 6 THE POWERTO CREATE
  7. 7. 7 Who are we and what do we work towards?
  8. 8. #inspireeurope16
  9. 9. Only one thing matters: what does the consumer see?
  10. 10. #inspireeurope16 Direct and Qualitative Direct and Quantitative Indirect and Quantitative
  11. 11. 12 How it all began
  12. 12. Alteryx at adidas
  13. 13. 14 BIG DATA + adidas vs alteryx + BIG DATA +
  14. 14. 15 CRM SCM Product rangeInventory Master data Sales Web analytics The Challenge – before alteryx 45k records 94k records10k records 4.2m records 2m records 240k records 227k records 6.7m records in segregated silos
  15. 15. 16 CRM SCM Product Inventory Master data Sales Web analytics The Solution – scalable data blending
  16. 16. 17 The Result – 360° visibility € 70,324 Revenue 278,158 ProductViews 832 Requests 531 Units in Stock excluded from promotions +12% Actuals vs. Forecast € 99.95 RRP
  17. 17. 18 The Solution
  18. 18. Visualization
  19. 19. #inspireeurope16 Landing Dashboard Overview 20
  20. 20. #inspireeurope16 Landing Dashboard Matrix 21 areas 1. High conversion / Low traffic – increase traffic (e.g. CRM, SEO, or paid search activities) 2. High conversion / High Traffic – good performance relative to other articles in current view 3. Low conversion / Low traffic – check available stock; increase traffic (e.g. CRM, SEO, or paid search activities) 4. Low conversion / High traffic – check if there are onsite issues; check available stock Bubbles  Size – Net Qty Sold  Color – Net Qty Sold vs. pro rated RDP (green = ahead RDP; red = behind RDP)  Visits per Article – y-axis visits per article within circle  Conversion Rate – x-axis conversion rate per article within circle  Avg. CR – average conversion rate of all articles within view 1 3 4 2
  21. 21. #inspireeurope16 Landing Dashboard 22
  22. 22. #inspireeurope16 Dashboard Interaction Category Filter 23
  23. 23. #inspireeurope16 Dashboard Interaction Articles in Category ) 24
  24. 24. #inspireeurope16 Dashboard Interaction Article 25
  25. 25. #inspireeurope16 Dashboard Deepdive Article Rankings 26
  26. 26. #inspireeurope16 Dashboard deep dive Article Rankings - Example 27 visits conversion buy availability size availability high low high high Actions 1. Check for issues with the OnSite merchandising team 2. Check product pricing and compare with market
  27. 27. ONE LASTTHING….
  28. 28. 30 THE POWERTO CREATE
  29. 29. Presented by Mahendra Shikaripur Irina Mihai Johannes Wagner
  30. 30. #inspire16 alteryx.com/trial You can also achieve the incredible benefits described in this slide deck Download a FREETrial of Alteryx and experience self-service data analytics on your next data project

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