Data is worn today… and even more so tomorrow

[nurmohammadkhan]

Can we do even more? Can we go beyond segmentation and narrow the focus on individual people? The answer is yes, and it is personalization .

But what are we talking about, in concrete terms? Collecting data from individual people, individual customers and, based on these, creating customer-oriented operations, in a truly and concretely one-to-one perspective .

Nike , one of the major giants in the sports sector, has long realized that australia phone data personalization is, today, the real turning point for marketing . And the operations it has launched in this direction are now many. There are apps like SKNRS and NikeID, there are Nike+ programs aimed at individual loyal customers, there was a specific campaign for the 2018 FIFA World Cup (multichannelmerchant.com). Mark Parker, Nike's CEO, recently declared that his company's goal is to be "increasingly personal, on a large scale" . Translated: using data to treat its millions of customers around the world as unique individuals . It is no coincidence that two years ago Nike acquired Zodiac, a company that deals specifically with Big Data, analytics and personalization (news.nike.com).



We have highlighted above how Nike is increasingly placing customization at the center of its business and marketing strategies. It is not surprising to know, at this point, that another sector in which the company is investing large resources is that of so-called wearable devices. We are talking about smartwatches , pedometers , “smart clothing” and a whole series of other wearable devices useful for monitoring your workouts .