Unifying a Fragmented Global Data Ecosystem
Nike invests in media across 207 countries, but its data was spread across regions, platforms, and internal systems. Without one view, it was hard to compare markets or connect advertising to customer behavior and business results.
With Alli, PMG built Nike's Global Media Data Foundation. Alli Datasources pulls in data from about 200 platforms and internal systems, the Alli Semantic Layer gives every market the same taxonomy and business logic, and Alli Alerts protects data quality. Daily feeds go straight into Nike's CRM, CDP, and MDM.
Nike now runs on one trusted source of media data across more than 1,000 accounts, and in one case, shifting budget on Alli's signals lifted a product's revenue 35x.
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.
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 Alli, PMG's operating system.
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. Alli Datasources would connect to every major platform and internal system across regions. The Alli Semantic Layer would harmonize the incoming data against a standardized taxonomy, enforce consistent business logic globally, and sit at the center as the single source of truth, feeding enriched outputs back into Nike's enterprise systems.
This architecture ensured that global media data became accurate, comparable, and actionable, powering advanced analytics, improving efficiency, and enabling smarter investment decisions worldwide.
Deploying Intelligence at Global Scale
We deployed Alli to ingest, normalize, monitor, and distribute daily data across 207 countries and 200 platforms. The system supports more than 1,000 accounts spanning North America, EMEA, and APLA.
Alli Datasources handled ingestion from every major advertising and analytics platform. The Alli Semantic Layer enforced a standardized global taxonomy so every market spoke the same language of performance. Enriched datasets flowed through the Semantic Layer, incorporating organic social signals, product and creative-level performance, DMA insights, and historical context. Alli powers 70 dashboards and proactive alerts through Alli Alerts that safeguard data health and quality. The platform also integrates MMM and MMA outputs via Alli Brand Equity, 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.
Powering Smarter Global Investment
207 Countries spanned 1000+ Accounts across regions 1 Global media source of truth
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 refinement, improves budget allocation, and strengthens ROI validation. Integrated MMM capabilities through Alli Brand Equity 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.
