At the beating heart of Diageo’s effectiveness machine

Drinks company Diageo has invested heavily in marketing effectiveness, recruiting a Head of Effectivenesss and building a global data planning and data platform, Marketing Catalyst.

Back in October 2017, Adam Ben-Yousef, Diageo’s first Head of Effectiveness told an audience at the IPA’s Effectiveness Week about the early indicators for the company wide planning and data platform, Marketing Catalyst. Eighteen months into...

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