What: Nike allow students to analyse its digital data to improve website and customer’s engagement.

Why it is important: Getting advice from the generation they will be depending on to drive future sales.

Global consumer brand Nike made a bold move this year to up its digital game. It allowed college students from around the world to analyse its digital data and look for ways to improve its website and customer engagement.

Nike agreed to be the corporate partner for this year’s Adobe Analytics Challenge, a 15-year-old competition that gives student teams access to data from the corporate partner’s digital sites that lets them evaluate things like bounce rates, return visits, buyers vs. browsers.

The winning Indian Institute of Technology team had suggestions for how Nike could redesign its website, improve engagement on social media, and focus better on likely buyers. The details of their presentation shared by Adobe contain some good Gen-Z advice on a “Journey Tour” feature, how to incentivise users to create an account, and driving more engagement.

Nike Gets Next-Generation Advice On How To Improve Its Digital Experience