What Nike’s Analytics Platform Buy Says About the Future of Brand-Consumer Relationships

Companies need help analyzing all the data they collect

When Nike announced its acquisition of analytics platform Zodiac in March, it spoke in broad terms about its plans to build closer relationships with consumers.

Nike and its agency of record declined comment, but bringing a predictive analytics firm in-house will undoubtedly help it crunch all the data it collects as it rolls out connected products and experiences and will also help Nike make predictions about those consumers.

According to LinkedIn, Zodiac leverages a company’s historical transaction logs to predict customers’ future buying habits.

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