Aje CMO project brief · Response by Deena Colman
DEENA COLMAN
CMO PROJECT BRIEF RESPONSE Aje.
One customer view

Know her first.

  1. 01Across brands
  2. 02Across channels
  3. 03Across markets
  4. 04For media
  5. 05For the brand

One view of every Aje customer.

Aje sells three brands, in two hemispheres, through Aje-only, Studio-only, Athletica-only and combined stores, three websites, wholesale and Paris, but can't yet see one customer across them. A customer data platform such as Amperity stitches every transaction and interaction into a single profile, so the segments above become real, measured groups rather than assumptions. Its first question for the business: what share of customers already buy across two or three brands, and what are they worth?

Explore the thinking

The thinking behind it.

  • Across brands: see who buys Aje Athletica but not Aje (or the reverse) and introduce them to each other.
  • Across channels: connect store and online purchases, so store teams can clientele with full history and online journeys know what she bought in store.
  • Across markets: identify the highest-value international customers today and build lookalike audiences to find more.
  • For media: richer first-party signals improve match rates and lower acquisition cost, which pays for the platform.
  • For the brand: fewer, better messages, because Aje knows what each customer has already bought and what occasion is next.
Working notes & verification

Proof point: at Accent Group I led the move to Amperity across 150 data sources, 30 websites and nearly 900 stores. The first YouTube campaign hit a 100% match rate and the platform delivered four times the ROI in the business case (Mi3). The lesson to share: implementation was the easy part; adoption across the business is where the return comes from.