BigData Analytics Helps Luxottica Improvement its Marketing Effectiveness
Based in Mason, Ohio, Luxottica Retail North America (Luxottica) is a wholly owned retail arm of Milan-based Luxottica Group S.p.A, the world’s largest designer, manufacturer, distributer and seller of luxury and sports eyewear. Employing more than 65,000 people worldwide, the company reported net sales of EUR6.2 billion in 2011.
Problem - Disconnected Customer Data
Nearly 100 million customers purchase eight house brands from Luxottica through the company’s numerous websites and retail chain stores. The big data captured from those customer interactions (in the form of transactions, click streams, product reviews, and social media postings) constitutes a massive source of business intelligence for potential product, marketing, sales opportunities.
Luxottica, however, outsourced both data storage and promotional campaign development and management, leading to a disconnect between data analytics and marketing execution. The outsource model hampered access to current, actionable data, limiting its marketing value and the analytic value of the IBM PureData System for Analytics appliance that Luxottica used for a small segment of its business.
Luxottica’s competitive posture and strategic growth initiatives were compromised for lack of an individualized view of its customers and an inability to act decisively and consistently on the different types of information generated by each retail channel. Luxottica needed to be able to exploit all data regardless of source or which internal or external application it resided on. Likewise, the company’s marketing team wanted more control over