Case Study: Puma scales global experimentation and personalization with AB Tasty

Puma boosts global experimentation with AB Tasty and GA4-powered personalization

PUMA, a leading global sports brand, aimed to scale its digital operations globally, implement stronger personalization, and accelerate its experimentation velocity to support growth. The challenge involved gaining trustworthy insights, achieving scalability, and obtaining the flexibility to test across the customer funnel without technical hurdles. To address this, PUMA partnered with AB Tasty.

By utilizing the AB Tasty platform, including its no-code widgets and advanced Segment Builder, PUMA established a unified global CRO squad. This enabled targeted personalization, such as gender-based content, and streamlined cross-team collaboration. The solution allowed PUMA to increase test volume and derive reliable insights. Results included successful personalization campaigns tracked via GA4 integration, with metrics like increased on-page time and page views guiding strategy, and a structured approach to run multiple simultaneous campaigns without compromising user experience. AB Tasty helped power this analytics-powered agility as PUMA scales toward future goals.

Puma