Introduction

Today's guest is Tiankai Feng, Director of Digital Analytics - Social, PR & Voice of the Consumer at Adidas in Bavaria, Germany. With over eight years of experience, Tiankai loves to combine his analytical mindset with creative thinking and apply that to all things digital. He is currently the lead in Social, PR and Voice of Consumer Analytics at Adidas to integrate Consumer Insights from Social Media, PR, Search Behavior, Product Reviews and Experience NPS feedback into any decision-making in brand strategy, campaign planning and in-activation optimization.

In today's episode, Tiankai will tell you about:

His work with consumer feedback and data analytics,

The message of his Data Analytics rap anthem,

Interesting projects he is working on,

Deciding what projects to invest in,

Their interesting work within sustainability,

How they stay on top of driving ROI and

The future of the sports & fashion industry