How Nike Uses Predictive Analytics

A Data with Destiny.

Nike’s recent acquisition of predictive analytics company Celect made headlines. Placed in a wider context, this acquisition makes a lot of sense. 87% of Nike’s revenues come from wholesale customers, but the sportswear giant wants to regain ownership of the customer experience.

This all centers on NikePlus membership and it is easy to see why; members spend three times more than guests on Nike.com.

Membership also means a lot more data, from purchases and Nike’s health apps. The challenge then is to capture, process, and use this data to inform decisions in a reliable, innovative fashion.

So, this story will cover:

• What is predictive analytics?
• The ‘Consumer Direct Offense’.
• Nike’s innovative uses of customer data and predictive analytics.

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PREDICTIVE ANALYTICS