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

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...

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