How Diageo’s new analytics tool drives marketing effectiveness

Stephen Whiteside

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Diageo’s marketing agenda is a cocktail of complexity.

“The scope of our investment is vast – from deciding what the total budget for Diageo is to deciding how much to invest in India, versus China, versus Brazil, right down to how much we need to spend on Tusker beer in Kenya, week by week, on digital, social and TV,” Andrew Geoghegan, the alcoholic-drinks manufacturer’s global consumer planning director, explains.

Just as brands like Johnnie Walker whisky, Smirnoff vodka, and Guinness stout rely on finding the perfect blend of ingredients, so their parent company has built a solution – named “Marketing...

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