Auburn graduate Patrick Klesius uses data analytics to help top-line jewelry and fashion brands reach customers like never before.
 |
|
Patrick Klesius ('98, '00) |
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.
