Diageo

How to measure digital marketing

Home 5 Case Studies 5 How to measure digital marketing

The Business Challenge

Diageo’s challenges to prove the effectiveness of digital marketing investment are more substantial than most with over 300 Facebook Fanpages, 150 websites and regular email campaigns across the globe.

There was a need for a control centre to take the pulse of digital marketing, identify high- performing brands and drive adoption of valuable brand learnings.

Through a global performance measurement framework we developed an holistic way to track and benchmark the effectiveness of marketing activities across the digital channels, brands and markets in terms of scale, reach, depth of engagement, best practice and competitor benchmarking.

"Web interactions rocketed, social media engagement rose by 60% and email responses topped 28%."

The Approach

We distilled global information from hundreds of fanpages, websites and email campaigns in a fully-automated dashboard, to create a timely, flexible solution, available to all global users accompanied by actionable insights on global digital performance.

The Results

As well as significant time and efficiency savings by moving to a single global source, the insight enabled an all-time high consumer engagement on digital channels – achieved for the same digital marketing and social media investments. Web interactions rocketed, social media engagement rose by 60% and email responses topped 28%.

The Business Challenge

Diageo’s challenges to prove the effectiveness of digital marketing investment are more substantial than most with over 300 Facebook Fanpages, 150 websites and regular email campaigns across the globe.

There was a need for a control centre to take the pulse of digital marketing, identify high- performing brands and drive adoption of valuable brand learnings.

Through a global performance measurement framework we developed an holistic way to track and benchmark the effectiveness of marketing activities across the digital channels, brands and markets in terms of scale, reach, depth of engagement, best practice and competitor benchmarking.

"Web interactions rocketed, social media engagement rose by 60% and email responses topped 28%."

The Approach

We distilled global information from hundreds of fanpages, websites and email campaigns in a fully-automated dashboard, to create a timely, flexible solution, available to all global users accompanied by actionable insights on global digital performance.

The Results

As well as significant time and efficiency savings by moving to a single global source, the insight enabled an all-time high consumer engagement on digital channels – achieved for the same digital marketing and social media investments. Web interactions rocketed, social media engagement rose by 60% and email responses topped 28%.

Is your attribution model giving you the full picture?

Our Services

Our Services

Customer sergmentation pie chart icon

Customer
Segmentation

Right message, right person, right time

analysis and measurement icon

Analysis & Measurement

Drive your performance through real data insight

Single customer view icon

Single Customer
View

One place, one customer, all the data

marketing-automation-icon

Marketing
Automation

Automate your customer journeys for effort free marketing execution

Marketing Attribution icon

Marketing
Attribution

Accounting for every sale, through every channel

Joined up marketing icon

Joined-up
Marketing

Send the right message to every customer across all channels

Real-time marketing icon

Real-time
Marketing

Personalise your website and real time communications to create a unique customer experience

Faststats and PeopleStage icon

FastStats
& Peoplestage

We're leading providers of FastStats and Peoplestage - powerful tools that will harness the power of your data

Our Services

Customer sergmentation pie chart icon

Customer Segmentation

analysis and measurement icon

Analysis & Measurement

Single customer view icon

Single Customer View

marketing-automation-icon

Marketing Automation

Marketing Attribution icon

Marketing Attribution

Joined up marketing icon

Joined-up Marketing

Real-time marketing icon

Real-time Marketing

Faststats and PeopleStage icon

FastStats & PeopleStage