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.
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.
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.
in the last financial year 2018/19
to the data hub in 2018/19