How to measure digital marketing
The Business Challenge
Diageo’s challenges to prove the effectiveness of digital marketing investment are more substantial than most with over 300 Facebook Fanpages, 150 websites and regular email campaigns across the globe.
There was a need for a control centre to take the pulse of digital marketing, identify high- performing brands and drive adoption of valuable brand learnings.
Through a global performance measurement framework we developed an holistic way to track and benchmark the effectiveness of marketing activities across the digital channels, brands and markets in terms of scale, reach, depth of engagement, best practice and competitor benchmarking.
"Web interactions rocketed, social media engagement rose by 60% and email responses topped 28%."
The Approach
We distilled global information from hundreds of fanpages, websites and email campaigns in a fully-automated dashboard, to create a timely, flexible solution, available to all global users accompanied by actionable insights on global digital performance.
The Results
As well as significant time and efficiency savings by moving to a single global source, the insight enabled an all-time high consumer engagement on digital channels – achieved for the same digital marketing and social media investments. Web interactions rocketed, social media engagement rose by 60% and email responses topped 28%.
The Business Challenge
Diageo’s challenges to prove the effectiveness of digital marketing investment are more substantial than most with over 300 Facebook Fanpages, 150 websites and regular email campaigns across the globe.
There was a need for a control centre to take the pulse of digital marketing, identify high- performing brands and drive adoption of valuable brand learnings.
Through a global performance measurement framework we developed an holistic way to track and benchmark the effectiveness of marketing activities across the digital channels, brands and markets in terms of scale, reach, depth of engagement, best practice and competitor benchmarking.
The Approach
The Results
As well as significant time and efficiency savings by moving to a single global source, the insight enabled an all-time high consumer engagement on digital channels – achieved for the same digital marketing and social media investments. Web interactions rocketed, social media engagement rose by 60% and email responses topped 28%.
Is your attribution model giving you the full picture?
Our services
Our Services
Customer
Segmentation
Right message, right person, right time
Analysis & Measurement
Drive your performance through real data insight
Single Customer
View
One place, one customer, all the data
Marketing
Automation
Automate your customer journeys for effort free marketing execution
Marketing
Attribution
Accounting for every sale, through every channel
Joined-up
Marketing
Send the right message to every customer across all channels
Real-time
Marketing
Personalise your website and real time communications to create a unique customer experience
FastStats
& Peoplestage
We’re leading providers of FastStats and Peoplestage – powerful tools that will harness the power of your data
Our Services
Customer Segmentation
Analysis & Measurement
Single Customer View
Marketing Automation
Marketing Attribution
Joined-up Marketing
Real-time Marketing
