@SteveBrennanMI

Improving theConsumer Experience in anOmni-Channel World

Steve Brennan

Hello!

Enterprise Integration

Master Data Management

Business Intelligence

Data Architecture

We build excellence through innovative

data solutions to strengthen Carhartt’s

competitive advantage in connecting with

our consumer.

Vice President, Data Strategy and Analytics@SteveBrennanMI

Established in 1889, Carhartt is a

global premium workwear brand with a

rich heritage of developing rugged

products for workers on and off the job. @SteveBrennanMI

• Family-owned and managed by descendants of the company’s

founder, Hamilton Carhartt.

• 5,000+ Employees worldwide (US, Mexico, Europe)

Business is Complex

Convenience

+

Experience

Our Website

Our Stores

Retail Partner Websites

Retail Partner Stores

Phone Orders

Hassle Free

@SteveBrennanMI

Technology Challenges

?@SteveBrennanMI

Why the Change?

Timing

Onboarding a new CRM

Modernization

Outgrowing our rules engine

Analytics

Getting smarter

about our consumer

Solutions Used

MDM Platform

Data Stewardship

+

@SteveBrennanMI

We were able to execute quickly because…

Knew our data model

Solid project plan

Didn’t seek perfection

Phased it in

We could have done better…

Defining roles and responsibilities

Anticipating the business rules discussions

Lessons Learned

@SteveBrennanMI

Tips and tricks

Have a measurement

of success

1 More emphasis on performance

reporting

2 Be ready to tell the story of WHY!!

3

@SteveBrennanMI

Technical benefits

@SteveBrennanMI

Technical benefits

Less complex

Single, trusted source for data

Real-time ready

Ability to measure data quality

@SteveBrennanMI

Business benefits

Merged

50,000Consumers

@SteveBrennanMI

The road ahead

Consumer Customer Product

Vendor Employee

@SteveBrennanMI

The road ahead

Data Quality Scorecard + SLAs

Recurring Governance Meetings

@SteveBrennanMI

Be Eligible to Win Prizes at the End of the Show!

@SteveBrennanMI