Wolverine Worldwide retains consumer engagement firm


Wolverine Worldwide's global headquarters. Photo via fb.com

Wolverine Worldwide has entered into a multi-year agreement with a consumer engagement firm that will provide the footwear and apparel maker with services related to consumer data and strategy.

Cleveland-based Precision Dialogue, an RR Donnelley Company, announced the agreement with Rockford-based Wolverine Worldwide yesterday.

Precision Dialogue said it will provide four key offerings to Wolverine Worldwide: a marketing data warehouse to hold multi-branded, global consumer, transactional and behavioral data securely and provide "a single view of the consumer"; customer identity resolution and integration with multiple digital and direct marketing channels; analytical support, including brand and enterprise segmentation, predictive analytics, modeling, value optimization, attribution and forecasting for "strategic targeting" for online and offline media; and strategic consulting to "deliver on the goal of relevant marketing communications across all consumer touchpoints.”

Danielle Leveille, director of consumer relationship management at Wolverine Worldwide, said Wolverine is looking for “reliable, scalable and measurable solutions” for its family of brands.

“During the selection process, it became clear Precision Dialogue’s consumer-centric solutions provided an answer to the major objectives we presented: unifying customer data on an enterprise level and enabling alignment around a strong consumer engagement strategy,” Leveille said.

Todd Thompson, EVP at Precision Dialogue, said his company’s “strategy framework” of “information, insights and interactions” aligns “perfectly” with Wolverine’s “immediate business goals.”

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