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Auburn graduate Patrick Klesius uses data analytics to help top-line jewelry and fashion brands reach customers like never before.

As the power to process customer data increases, so do the capabilities that retailers have to strategize and engage. For Patrick Klesius (political science 鈥�98, information systems 鈥�00), director on the Strategy Team for jewelry designer David Yurman, figuring out what customers want has never been easier.

Through customer relationship management (CRM) tools and , he sifts through a sea of data to pinpoint inefficiencies and chart the course ahead. Though still in its early stages, it鈥檚 already helping them do business differently.

鈥淲hen [Michael Kors] went into China, we were constantly left with all these mediums and larges,鈥� said Klesius, who previously worked as Michael Kors鈥� senior director of analytics. 鈥淲e realized their hands are smaller. We needed to send the extra smalls over there and stop sending the larges, and it worked.鈥�

Klesius measures the impact of gift box color on sales, the ROI of opening a physical store where online sales are successful, and the 鈥渆arned-media value鈥� of partnering with celebrity ambassadors like Scarlett Johansson and Michael B. Jordan.