Navigating uncertainty with Google Marketing Platform

When countries around the world implemented stay at home orders in early 2020, Decker Brands’ found that its new strategy was essential to helping them quickly spot and react to customer trends. In the United States for example, the company exported data from its Analytics 360 account into BigQuery, a data warehouse solution part of Google Cloud, to better understand customer buying behavior. They found an increase in the sale of UGG slippers, which helped them quickly learn that people were interested in more comfortable footwear for the home. When people began venturing outside, Deckers Brands saw that trend very early through increased interest in HOKA running shoes and Teva hiking sandals and was able to quickly respond.