The Marketing Transformation Challenge:
To build and deliver a measurement and evaluation framework for Diageo World Class spanning 50 markets, 9 brands, 16 global agencies and 14 media channels.
The Marketing Transformation Solution:
- A Measurement and Evaluation framework:
- Quantitative and Qualitative consumer research across five representative global markets looking at awareness and behaviours including consumption and impact of communication.
- Channel specific measurement and KPIs.
- A cross channel evaluation system that calculated the ROI for each channel.
The Outputs and Benefits:
- A common currency for the value generated by each element of the campaign enabling a consistent ROI calculation.
- Aligned and integrated benchmarks set to ensure clarity of purpose across the markets and activity.
- Greater accountability for markets and agencies against common KPI’s.
- Better information for budget setting and market comparison data.
- Learning and optimisation opportunities for 2014/15.