Q Thoughts

K2 Taps ownerIQ to Execute Their Second-Party Data Strategy

Outdoor and Sporting Company to Support Retail Channel through Data-driven Marketing Strategy

Boston, April 18, 2017 – ownerIQ, the leaders in second-party data, announced today that the K2 Skis brand is now part of their transparent data marketplace; the brand includes K2 Skis, K2 Snowboarding, Ride Snowboards, Line Skis, and Full Tilt Boots. K2 was looking to implement a data-driven marketing approach in 2017 with the goal of staying top of mind in the ski industry. Since partnering with ownerIQ, K2 can now utilize ownerIQ’s platform to leverage one of their most valuable marketing assets – their in-market shopper audience to drive them to retail.

K2 can effectively manage the usage of their audience data by their retailers through ownerIQ’s secure data sharing platform. K2 currently has pre-approved over 50 retailers (per K2 brand). These retailers are immediately eligible to use K2’s audience for their digital advertising campaigns. K2 is able to make their audiences available to approved retailers for supporting co-branded digital ad campaigns, promoting their brands, and driving sell-through at retail. Making it easier for K2’s retailers to market their product more effectively.

“As a manufacturer, data-driven marketing is crucial to the future of our business,” says Alex Draper, Vice President of Marketing at K2 Sports. “With many high-quality brands competing in our space, we need an in-depth understanding of both our customers and the initiatives that resonate with them to design better products and grow our brand. Data partnerships help us accomplish these goals.”

“ownerIQ is at the forefront of a digital disruption happening now between retailers and brands, recognizing the mutual benefits of permissioned and secure data sharing for marketing purposes,” says Jay Habegger, CEO, ownerIQ. “Both ownerIQ and K2 Skis believe in creating open data systems to support a truly transparent and scalable audience data sharing strategy, and we are pleased to welcome the K2 Brand to the ownerIQ family.”

In addition to K2, ownerIQ has added over 30 outdoor and sporting industry partners. Today, ownerIQ provides over 700 Retailer and Product Brand marketers with a platform to maximize the value of their data and access to 200+ million consumers and 2.8 billion shopping interactions monthly.

This press release first appeared in Ad Age, on March 21st: Swapping Ski Audiences: K2 Gives Retailers Access to Its Visitors.

Categories:Posts from 2017


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