In the US, sports footwear, apparel, equipment and accessories designer Nike has acquired consumer data firm Zodiac for an undisclosed sum.New York City and Philadelphia-based Zodiac offers a predictive customer analytics platform that forecasts the behavior and lifetime value of individual customers and customer segments. Founded in 2015 by a team of PhD statisticians and data scientists at the University of Pennsylvania, the firm uses a company's historical transaction logs to predict each customer's future buying habits.
The acquisition is part of Nike's recently launched 'Consumer Direct Offense', a company initiative designed 'to better serve the consumer personally and at scale'. Adam Sussman, NIKE's VP and Chief Digital Officer, says the deal will add world-class data science talent and tools to drive one-to-one relationships with consumers through digital and physical consumer experiences. Artem Mariychin (pictured), Zodiac co-founder and CEO, adds: 'Nike's incredible connection with consumers and its global scale make it a perfect home for Zodiac's team and capabilities. We are excited to become part of Nike to help power the firm's Consumer Direct Offense across the world'.
Web sites: www.nike.com and www.zodiacmetrics.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
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