PUMA's Data Hub
From decentralized data to improved customer understanding
360° View of the Customer
With a central data hub, PUMA transformed its customer data management-from isolated silos to a 360-degree view of the customer. The result: personalized experiences, more efficient marketing processes, and more informed business decisions.
Quick Facts About the Project
Region & Sector: Germany, Retail
Company size: Group
Project duration: 7-12 Months
Project type: Implementation
Technology: Microsoft Azure
360°
customer view through innovative stitching concept
Initial Situation & Challenge
PUMA is one of the leading sporting goods manufacturers in Germany with numerous sales and communication channels. This involves a large amount of data on usage and purchasing behavior of its customers. As with many companies, especially in retail and eCommerce, such knowledge about target groups is an important building block and basis for decision-making at PUMA. PUMA would like to use the data to drive its business forward and offer customers an even better user experience. The challenge was the immense volume of data stored in an unstructured and decentralized manner in autonomous silos, none of which communicated with each other. Therefore, PUMA clearly sought a centralized holistic process to collect and analyze data from a wide variety of systems, and make the information usable and actionable in areas like marketing automation, for instance.
Solution Approach
The project began with an inventory of data and three key questions: What information is already being collected? What information is necessary for subsequent actions? What kind of data does PUMA want and need? Based on this, the b.telligent team developed an architecture tailored to the customer, with a data mart as the linchpin – defined as the customer’s Data Hub in the project. To enable real-time networking of all data, this hub would be built within the existing Azure cloud setup. Moreover, the data mart would serve as the central location selected by PUMA to store, structure, and consolidate customer data collected from a wide variety of touchpoints. The ultimate goal: a 360° view of the customer.
An important part of the project was the so-called stitching process. PUMA, like most companies, collects data through different channels. Each of these touchpoints – newsletter, web shop, etc. – provides data with an individual ID. The PUMA Data Hub would, therefore, be the place to not only store all the data, but also merge the individual IDs of a customer from different touchpoints into a unique customer ID – through the process of stitching. All such data processing would, of course, be GDPR compliant and performed only with the consent of the user.
Calculating KPIs was one of the key challenges faced during the project. KPIs are necessary, among other things, to use the data within the existing marketing automation tool and segment them by newsletter sales, etc. Automation systems usually cannot map definitions of KPIs and segmentation of raw data, or only to a very limited extent. Therefore, the task of the b.telligent team included support for the PUMA team to define and construct the KPIs in the Data Hub.
Voices From the Project
I was delighted to lead the PUMA project from concept to implementation. This project will provide us with the data to make better decisions for all future marketing initiatives, personalization and merchandising in the store. With the stitching concept, we can analyze the buying behavior of each individual customer and tailor our efforts to specific customer groups.
Maxime Riche
Global Retail Project Manager at PUMA
With our data hub approach, we not only helped PUMA consolidate its fragmented data, but also created a long-term foundation for data-driven decisions. By combining technology expertise with a deep understanding of PUMA's business model, we were able to create a solution that delivers real value to PUMA - from personalized customer interactions to marketing process optimization. This project is a powerful example of how innovative data architectures can make companies fit for the future.
Laurentius Malter
Domain-Lead Customer Engagement & MarTech at b.telligent
b.telligent Services at a Glance
Data transparency
Data analysis and compilation of required and available data
Centralization
Development of a data hub concept as a central location for all available data
Data Stitching
Development of PUMA Customer IDs that did not exist before
KPI modeling
Planning of raw data and calculation of KPIs
Implementation
Supporting the customer to build the data hub
Results & Successes
360° customer view: Consistent and in-depth analysis of customer behavior for personalized experiences.
Efficient data processes: Seamless integration and GDPR-compliant stitching across all touchpoints.
Optimized marketing performance: More precise strategies thanks to new KPIs and improved data structure.
The project delivered a comprehensive concept that enables PUMA to select relevant aspects of the data available and determine any additional data needed. It allows PUMA to link everything in the Data Hub in such a way that it can tailor its measures and (digital) products to the needs of each customer. This forms the basis to subsequently set up the Data Hub in the cloud, which will be managed jointly by PUMA and b.telligent in the next project step.
The Tech Behind the Success
Microsoft
Innovation and integration, as well as interoperability, are key factors of the Microsoft product development. Learn more about our collaboration!
Google Cloud
Transform your IT landscape with the expertise of our Google Cloud partnership!
Databricks
Databricks gives data teams the ability to process large amounts of data in the cloud and apply it to cutting-edge AI technologies. Learn more!
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