Data goes self-service

Uncover innovation that gave marketeers worldwide access to data and more meaningful campaigns.

Background

Guinness, Gordon’s, Baileys… Diageo is the world’s largest alcohol distiller. It’s a multinational organisation with a huge collection of beer and spirits brands, as well as offices and operations spanning six continents. This scale presents a challenge in delivering effective CRM across the vast markets.

Challenge

Data matters to Diageo’s marketeers all over the world – it helps them talk to the right people about the right things. Ultimately, it’s the difference between being meaningful and not. Diageo needed a way for them to access that data easily, wherever they were in the world. That’s where we came in.

Fix

We created and hosted Datanova – a self-service data portal. Diageo’s marketeers have the very latest data at their fingertips, thanks to an integrated real-time feed. They can now easily perform real-time database counts, interrogate five years of performance metrics and run first-party data extracts – and plenty more besides.

Datanova’s been a great success. It means Diageo can better understand its customers – and send them communications they’ll be interested in – making Diageo and its drinks brands a whole lot more meaningful.

Results

Access to

17m live consumer records

Over

18m emails sent

in the last financial year 2018/19

11m records loaded

to the data hub in 2018/19

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