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The race towards customer-centricity

With a goal of inspiring everyone to run longer, faster, and farther, Brooks Running has always been focused on the runner, but they needed actionable customer data to fuel their strategy. Amperity gave them a single view of the runner and helped them win the race towards customer-centricity.

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Engaged customers, results that go the extra mile

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Click-through rate in paid search

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Average increase in paid social engagement metrics

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Return on ad spend

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Email open rate

The challenge

Brooks always talked about putting the runner first, but lacked the insights needed to take action. Without a single view of the customer, they struggled to identify their needs and personalize effectively. 

Data was stuck in silos, and lacked both the accuracy and speed required for the team to move fast. They needed a unified view of the runner so that they could put their customer-centric mindset into practice and provide the right products and offerings.

The solution

By positioning Amperity at the center of their tech stack, the Brooks team created a Customer 360 that could be used across the enterprise, unlocking the ability to put their runner-centric mindset into action. By applying Amperity insights to their digital marketing efforts, they were able to create different audience segments, run tests within their marketing communications, and use personalization to put their best foot forward and ensure runners' needs were met. 

Amperity data gave every team, from digital marketing to customer service and operations, the insights and tools needed to position the runner at the center of their strategy, ultimately fueling personalization and accelerating business growth.

“Amperity is crucial to our tech stack. In order for us to have a 360 view of the runner and then use runner data for analytics and marketing segmentation, a CDP is necessary. Our tech stack is always changing, and very dynamic so the ease of plugging in partners is also critical. ”

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Melanie Allen Chief Marketing Officer at Brooks Running

A Journey of Growth

In this webinar, Ryan Ngo, Director of Digital Marketing at Brooks takes the stage to discuss how his team is using predictive analytics to streamline processes and personalize messaging across channels to maximize campaign performance. 

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Elevating Runner Experience

When it comes to customer service, a “one-size fits all” approach just doesn’t cut it, and personalization is key to making an impact. Brooks Running joins Amperity integration partner, Zendesk, to discuss pairing their customer service solution with an enterprise CDP to improve the runner experience. 

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Sprinting Towards Success

In this quick read, Brooks shares their top three strategies and approaches for putting customer-centricity into practice and leading the charge towards data-driven growth and transformation. 

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Assessing Your Customer-Centricity

Watch this 20-minute conversation between CDPa founding members, Brooks Running CMO Melanie Allen and Professor of Marketing, Peter Fader, as they discuss customer centricity– how assessing your organization's maturity in their customer-centric journey can kick start your transformation, a process for doing so, and real-life examples of what this looks like in action.

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