Building Nike’s Global Media Data Foundation
- Data Science
- Multi-Touch Marketing Attribution
- Cross-Business Strategy Enablement
Building Nike’s Global Media Data Foundation
Challenge
Unifying a Fragmented Global Data Ecosystem
Nike operates in a data-centric environment where media investment fuels growth across markets. Yet its global media data was fragmented across regions, platforms, and internal systems. Without a unified view, the brand lacked clarity into how advertising influenced customer behavior and business outcomes.
Data lived in silos, slowing decision-making, limiting comparability across markets, and reducing operational efficiency. Nike needed media data fully integrated into enterprise systems—including CRM, CDP, and MDM—to create a comprehensive, connected understanding of the customer.
As Nike’s global digital capabilities partner, our mandate was clear: build a scalable, measurable, and equitable global media data foundation. Deliver a single, trusted view of performance that empowers teams across regions and functions to turn insight into action.
Strategy
Engineering a Single Source of Truth
Nike selected PMG to solve a complex enterprise data challenge at global scale. From the outset, we designed a solution rooted in data science and technology, anchored by our proprietary marketing operating system, Alli.
The strategy required seamless integration with Nike’s internal systems—including CRM, CDP, MDM, and owned and earned media data—creating a fully connected ecosystem. Alli would serve as the engine of Nike’s Global Media Data Foundation, ingesting and harmonizing media data across markets, aligning it to standardized taxonomies, and distributing enriched outputs back into Nike’s core systems.
This architecture ensured that global media data became accurate, comparable, and actionable—powering advanced analytics, improving efficiency, and enabling smarter investment decisions worldwide.
Execution
Deploying Intelligence at Global Scale
We implemented Alli to ingest, normalize, monitor, and distribute daily data across nearly 200 countries and 200 platforms. The system supports more than 1,000 accounts spanning North America, EMEA, and APLA.
A standardized global taxonomy ensured consistency across markets, while enriched datasets incorporated organic social signals, product and creative-level performance, DMA insights, and historical context. Alli now powers 70 dashboards and proactive alerts that safeguard data health and quality. It also integrates MMM and MMA outputs while delivering daily global and regional data feeds directly into Nike’s enterprise systems.
In one instance, Alli identified an ad with baseline CTR but under-allocated budget. After reallocating spend based on performance signals, CTR nearly tripled—resulting in a 35X revenue increase for that product.
Through automation, harmonization, and intelligence, Nike’s media data became a scalable growth engine.
Impact
Powering Smarter Global Investment
200
Countries spanned
Alli has become an agile and indispensable asset in Nike’s global, data-driven strategy.
Nike now operates with a unified, global media source of truth. Disparate datasets are harmonized, silos eliminated, and teams equipped with reliable, comparable insights across markets. Reporting is streamlined, delivering accurate and timely intelligence for both strategic and operational decisions.
The foundation enables advanced data science capabilities—including predictive modeling, sophisticated attribution, and deeper pattern recognition at scale. Real-time visibility accelerates optimization, improves budget allocation, and strengthens ROI validation. Integrated MMM capabilities provide a 360-degree view of the customer, enabling continuous refinement of marketing strategy.
What began as infrastructure has become a competitive advantage—driving smarter investment, stronger collaboration, and measurable business impact worldwide.
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