Because it is an online-only busi­ness, ASOS doesn’t have the ben­e­fit of person-to-person inter­ac­tion in a retail set­ting. But what it does have is the abil­ity to ana­lyze tremen­dous amounts of infor­ma­tion about its cus­tomers using Adobe Ana­lyt­ics in Adobe Mar­ket­ing Cloud.

With 8 mil­lion active cus­tomers and tens of mil­lions of monthly vis­its to its web­site and via its mobile apps, ASOS must sift through large vol­umes of cus­tomer data to look for clues that can improve busi­ness. Ana­lysts used to have to pull data out of ASOS’s old ana­lyt­ics tool and then piece it together in a way that could be shared with busi­ness stake­hold­ers. But the tool wasn’t dynamic or reac­tive enough to sup­port ASOS’s needs.

The main rea­son for choos­ing Adobe was that we were very, very impressed with the Adobe Ana­lyt­ics capa­bil­ity to do seg­men­ta­tion, to do near-real-time report­ing, and to change the dimen­sions and mea­sures that you’re look­ing at as you’re actu­ally build­ing the reports,” says David Williams, head of cus­tomer intel­li­gence at ASOS. Refer­ring to com­pet­ing solu­tions, he added, “The Adobe Ana­lyt­ics stack blew the oth­ers away in terms of that capability.”