Nike Inc. said late Thursday it acquired consumer data analytics company Zodiac Inc. for an undisclosed sum. The athletic-wear maker said the acquisition helps it to accelerate its “Consumer Direct Offense” strategy to serve customers faster and more personally at scale. On its website, Zodiac said it uses “proven data models, customer analytics, and behavioral analysis to predict the future behaviors of individuals, rather than simply assuming past trends and averages will continue across the board.” Nike shares rallied after fiscal third-quarter sales beat Wall Street expectations.
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