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Sportswear Innovator ODLO Reaches Peak Digital Performance with Adverity
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Apparel
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Supply Chain Visibility
Services
- Data Science Services
The Challenge
ODLO, a sportswear company with a wide retail network and an online store, was struggling with monitoring and analyzing marketing data across different channels and ad platforms. This was time-consuming and difficult, leading to insufficient control over daily marketing spend and difficulty in finding the right marketing mix and efficiently steering the allocated budget. The company's data management difficulties stemmed from the siloed marketing tool landscape, making it tough to collect, process and analyze marketing data. This environment is a mixture of Google Analytics, Google Ads, Facebook Ads, Bing Ads, and other popular platforms, while Microsoft Excel spreadsheets were used to assemble the data manually from all these sources and create reports. Meanwhile, other sectors in the company were building and analyzing transactional reports, drawing information from order management and ERP systems.
About The Customer
ODLO is a sportswear company that was founded in 1946 in Oslo by Odd Roar Lofterød. The company began when Odd Roar designed a new kind of training suit to keep his son from freezing during his speed skating training sessions. Soon, top athletes and The Norwegian Olympic team began relying on his warm, stretchy, and high-performance suits, and the story of ODLO as the innovator of sports fabric began. Today, ODLO offers dedicated seasonal collections in sports underwear and baselayers, and clothing for runners, cyclists, and hikers. The company is headquartered in Huenenberg, Switzerland, and operates brand stores and outlets across Europe. Their products are available in over 8,000 shops around the world and are also available to customers through ODLO’s online shop, which covers over 10 countries in Europe and also the US market.
The Solution
ODLO decided to build a solid data management infrastructure on its existing IT infrastructure based on Microsoft’s solutions, including Azure and Power BI. They chose Adverity’s intelligent marketing analytics platform due to its broad range of flexible connectors to a large number of online marketing tools, including ones that use file-based data. An additional benefit of Adverity’s platform was the full automation of data harmonization, data cleansing and data preparation processes. ODLO had three main objectives in sight: Build a consolidated data and reporting landscape for daily performance monitoring, steer and allocate ad budget more efficiently, spending it where the highest return is expected, and foster data-driven decisions within the online business, based on improved transparency of the purchase funnel.
Operational Impact
Quantitative Benefit
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