Gridsum Holding Inc., a provider of cloud-based big-data analytics and artificial intelligence (AI) solutions in China, announced that it has expanded its relationship with Nike, Inc., with the addition of data analysis, consulting, and data modeling services.

Nike’s Consumer Direct Sciences team, which is responsible for building and deepening an holistic view of Nike’s consumers through data and analytics, will leverage Gridsum’s data analysis, modeling, and consulting services, derived from insights generated by the company’s Marketing Automation Suite, to further drive the value and efficiency of the data collected through Nike’s Mainland China official website and official flagship store on Gridsum’s cloud-based big-data analytics and AI capabilities will analyze Nike’s consumer behavior across multiple marketing channels to strengthen its advertising strategy with highly-targeted marketing content, improve its portfolio of products and build sophisticated customer profiles.

Guosheng Qi, chief executive officer of Gridsum, commented, “We are extremely excited to expand our working relationship with a globally respected brand such as Nike. Leveraging our big data analysis, modeling, consulting and data visualization capabilities, we will help Nike to better understand the behavior of their existing and potential customers and improve the consumer experience. I am confident that our extensive experience in natural language processing, data mining, machine learning and deep learning technologies will continue to create significant value for our clients by helping them to improve their digital marketing strategies and allowing them to make better business decisions.”