@SteveBrennanMI Improving the Consumer Experience in an Omni-Channel … · 2017-11-20 ·...
Transcript of @SteveBrennanMI Improving the Consumer Experience in an Omni-Channel … · 2017-11-20 ·...
@SteveBrennanMI
Improving theConsumer Experience in anOmni-Channel World
Steve Brennan
Hello!
Enterprise Integration
Master Data Management
Business Intelligence
Data Architecture
We build excellence through innovative
data solutions to strengthen Carhartt’s
competitive advantage in connecting with
our consumer.
Vice President, Data Strategy and Analytics@SteveBrennanMI
Established in 1889, Carhartt is a
global premium workwear brand with a
rich heritage of developing rugged
products for workers on and off the job. @SteveBrennanMI
• Family-owned and managed by descendants of the company’s
founder, Hamilton Carhartt.
• 5,000+ Employees worldwide (US, Mexico, Europe)
Business is Complex
Convenience
+
Experience
Our Website
Our Stores
Retail Partner Websites
Retail Partner Stores
Phone Orders
Hassle Free
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Technology Challenges
?@SteveBrennanMI
Why the Change?
Timing
Onboarding a new CRM
Modernization
Outgrowing our rules engine
Analytics
Getting smarter
about our consumer
Solutions Used
MDM Platform
Data Stewardship
+
@SteveBrennanMI
We were able to execute quickly because…
Knew our data model
Solid project plan
Didn’t seek perfection
Phased it in
We could have done better…
Defining roles and responsibilities
Anticipating the business rules discussions
Lessons Learned
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Tips and tricks
Have a measurement
of success
1 More emphasis on performance
reporting
2 Be ready to tell the story of WHY!!
3
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Technical benefits
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Technical benefits
Less complex
Single, trusted source for data
Real-time ready
Ability to measure data quality
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Business benefits
Merged
50,000Consumers
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The road ahead
Consumer Customer Product
Vendor Employee
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The road ahead
Data Quality Scorecard + SLAs
Recurring Governance Meetings
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Be Eligible to Win Prizes at the End of the Show!
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