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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.

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%.

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

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