adidas · 2018
adidas:All In onPersonalization
Creative Director · Global
adidas' global personalization platform, argued as a brand problem instead of a data problem.
Problem
One global platform, for markets sitting at completely different levels of maturity, across both brand houses, for a membership base heading past 250 million. Build it once, deploy it everywhere, and let each market use as much of it as it is ready for.
Personalization decks sell the machine. The person disappears into a segment, and the brand ends up talking like a database that has learned the product names.
Solution
Start with three people, not three segments. A bargain hunter, a street kid, a female athlete: same brand, three completely different relationships with it. The platform gets judged on whether it can tell them apart without flattening the brand into a recommendation engine. Only then does the machine get drawn: what adidas knows, which of it is worth acting on, and the content engine deep enough to feed all of it.
Results
The closing argument: plot every CRM program by how personally relevant it is against what it earns per thousand messages, and the relevant ones sit six to thirty times ahead. Relevance is not the soft half of the platform. It is the part that pays.
Relevance is what a person feels, not what a system calculates.
関連性は、実感だ。
01: People, not segments
A bargain hunter, a street kid, a female athlete, a weekend runner, a Tokyo commuter. Different product, different channel, different reason to open anything at all.
02: One platform, many markets
Global solution against local needs. Every market gets the same platform and uses the part of it that it is ready for.
03: What is worth knowing
Profile, channel, lifecycle, purchase history, next best action. Data adidas already had, narrowed to the signals a brand can actually act on.
04: The content engine
Personalization is only as good as what there is to serve. Campaigns, events, products, heroes, progress, rewards, all of it mapped to one member experience in the hand.
05: Relevance drives performance
Every dot is a CRM program. The relevant ones earn six to thirty times more per thousand messages sent.
