Michel Spalburg (Global Director of Digital Business Performance Analytics at Adidas)On this episode of The Data Storytellers podcast, we dive into the transformative power of data in reshaping business strategies, with Michel Spalburg, the Global Director of Analytics at Adidas. Our discussion explores the critical role of data analytics in driving innovation, understanding market dynamics, and influencing decision-making processes within large corporations. We delve into the complexities of managing and leveraging data across different business units, the challenges of maintaining a data-driven culture, and the future of data in enhancing business performance and customer engagement. Michel shares his extensive experience and insights on integrating data into corporate frameworks to achieve strategic goals and foster a culture of informed decision-making.Connect with us:• Website: https://thedatastorytellers.com/• LinkedIn: https://www.linkedin.com/company/the-data-storytellers• Spotify: https://open.spotify.com/show/2N0vZtHZHgod4Tll2LX2xa• YouTube: https://www.youtube.com/channel/UCz9e56lhYUfORiOHMiLlPmA• Apple Podcast: https://podcasts.apple.com/gb/podcast/the-data-storytellers-podcast/id149376647600:00 - Introduction to Michel Spalburg and his role at Adidas00:42 - Michel’s journey into the world of analytics05:46 - The impact of data on business strategies and customer engagement08:38 - Setting up structured data insights within Adidas13:41 - Innovations and challenges in data analytics today19:30 - Leadership and the evolution of data-driven decision-making24:05 - The importance of machine learning and AI in business analytics28:57 - Overcoming data silos and enhancing company-wide data fluency33:38 - Best practices for ensuring successful data analytics initiatives37:17 - Future trends and ethical considerations in data usage