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 Catalyst” – that helps its brand custodians around the world fuse disparate datapoints to make smarter decisions at speed.

“Our objective was to build a genuinely sustainable marketing-effectiveness capability. We wanted to use data and analytics to ensure our money was being spent in the best way possible,” said Geoghegan.