Nike has increased its focus on direct-to-customers strategy and cancelled its contract with Amazon to be able to collect its customer data. Through a series of acquisitions of data analytics and AI-based startups, it plans to use this data to understand customer journey, improve demand predictions at a hyper-local scale and enhance customer experience globally.
Direct Line resisted the urge to go on the volume driving price comparison website, and increased marketing efficiency and effectiveness by becoming more customer centric. How did they do this? By using customer data.