Datavox

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The Adidas brand has a long history and deep-rooted connection with sport. We believe that through sport, we have the power to change lives. This is our purpose, and we live it every day by expanding the limits of human possibilities, including and uniting people in sport and creating a more sustainable world.

Hypothesis

Adidas was growing market share but for no obvious or intentional reason.  As a company with a very advanced marketing and brand strategy, they knew that – even if this was good news – not knowing could go both ways:  good and bad.  So, they set out to solve the mystery.

Data Sources

Datavox screen-grabbed (5000) free-form customer reviews/comments from each of Adidas’ top competitors along with their own. They then utilized Textual ETL to analyze, structuralize and visualize the data.

Revelations

Many new Adidas customers were former fans of their competitor, but there was a glue problem that was causing the competition’s soles to fall off at a very high rate, so they switched brands.

Business Value

Adidas was able to determine why customers were leaving their competition and switching their allegiance to Adidas.  Knowing this , Adidas created a customer-focused marketing campaign to reinforce the disposition and reaffirm their customers’ new allegiance.