Peter joined Decathlon as their first Digital Analytics leader in August 2023. His remit/challenge was quite simple, to increase the use of, and impact from, Digital Analytics. After his first three months, he created a plan, his to do list to improve the situation in the coming months and years. But talk is cheap, what matters is the actions actually taken. Peter will talk you through what he uncovered at Decathlon, what his plan is and how well that plan has survived 3 months in when faced with reality.