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Adidas taps MicroStrategy, SAP HANA for big data insights on customers

8/07/2014 by


German sports equipment manufacturer Adidas has tapped MicrosStrategy’s analytics platform built on top of SAP HANA, a cloud-based in-memory computing platform in an effort to improve how the company responds to buying trends, and bring the company closer to its customers.

“We want to get more social competitor insights from the web, combined with our information gathered through our backend systems and other environments,” said Michael Voegele, vice president global IT and head of enterprise architecture at Adidas Group. “In-memory computing, Internet of Things, all of this we use for strategic big data and actionable insights. That’s what we see as part of a solution to get us closer to our consumers.”

“How do you convert from the old style financial reporting towards something that helps you predict what is going to predict what is going to happen in the marketplace, going to predict what consumers will like, going to influence the consumer with regards to their purchasing decisions?”, he asked.

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