Effective ways to measure activities for a global brand portfolio

Christene McCauley

Measurement and evaluation (M&E) can be a hugely demanding activity in terms of time, resources and expense. While most client firms recognise the importance of evaluation, it is not always easy to achieve robust, cost-effective and useful results that inform business decisions.

At Diageo, we have been wrestling with these issues for ten years. We have found that, if an organisation establishes some guiding principles and ways of working, and focuses on building marketing and consumer planning capability, it can navigate the evaluation minefield.

Given the extensive Diageo brand portfolio and geographic spread, there are many brand activities in the marketplace at any one time. Potentially, this could create enough evaluation to occupy armies of planners and researchers.