Data MicroStrategy business intelligence tool to be able

Data is the
fuel for Artificial Intelligence with analytics being the engine                                    The
German sportswear giant’s
focus on narrow AI is evident as it launched its personalized AI shopping
application which was designed to provide tailored experience for every customer
based on their style, preferences and behavior. The app offers unparalleled
access to the brand’s web-store, personalized
posts and fast updates about sports personnel and products. It also provides
customized product recommendations. The application will also feature chatbot
to help customers with simple queries, leaving complex inquires and tasks for
humans. (Dennis Green,2017)                                                                                                                                  This application is
powered by salesforce which shows Adidas’
ability to identify and strategically partner with one of the biggest software
as a service (SaaS) vendors in the field of advanced AI.                                                                                                                                   Top IT leaders at Adidas Group realize that
the smartphones, tablets and intelligent applications are taking over the
conventional systems in tandem with the smart connected devices (Internet of
Things) which are used to garner big data insights. They also believe that by exploiting
the potential of data science and artificial intelligence, Adidas will be able
to emphasize on its core competency while keeping in mind the best interest of their
customers and sportsmen. (The Economist,2014)                                               
                                                                                        As
a result, the Adidas IT department’s
strategy of breaking down data silos by amalgamating separate data warehouses and
integrating them into one distinct unit based upon their platform, SAP HANA which
was the first major step towards getting access to data . They deployed MicroStrategy
business intelligence tool to be able to make informed business decisions from
the data at their disposal. Combined together, these two allow Adidas to employ
predictive analytics to be able to foresee what services and commodities an
individual might need in the future and provide a superior brand experience by
meeting their demands.                                                                                                                               Adidas
has clearly risen to the expectations of today’s
customer by leveraging each and every resource at their disposal by following
an omni-channel approach. This provides them a holistic experience comprising
of digital technology, e-commerce platforms and brick and mortar. Their aim has
been to profoundly increment revenue platforms through insight-driven decision
making, par excellent customer service and customized customer engagement. As a
result, the company has been growing successfully in the retail domain,
primarily e-commerce.                                                                                                                                          The power of technology can be harnessed in
order to get closer to the consumer, relate to them and ultimately influence
their buying patterns. In order to do so brands need to become data driven and
master big data analytics to connect with their consumers by predicting their
needs and wants ahead of time.