How Heineken achieved ‘relevance at scale’ for UEFA Champions League

Anil Thakraney

Heineken harnessed data to explore the micro-moments and consumer behaviours that drove their UEFA Champions League campaigns.

In the data age, the challenge for marketers is finding the balance between big data scale and precision relevance, according to Anuraag Trikha, global brand director at The Heineken Company.

“The idea is to make big data scaled, super-relevant and bespoke to you. I think that is the future of marketing - where you can do relevance and scale. Secondly, while the world is becoming more and more technology-led, one must never forget that the world hasn’t changed at all, because people still want the things they care about,” Trikha said at the ZEE MELT conference held in Mumbai recently....

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