Decathlon: Mapping out the Path to Digital Analytics Maturity

Peter joined Decathlon in July 2023 as the new, their first, Head of Digital Analytics, working globally. His remit/challenge was quite simple, to increase the use of, and impact from, Digital Analytics. This is the story of his first 3 months, what he has uncovered as the current Digital Analytics maturity at Decathlon and how he intends to improve this situation in the coming months and years.