Diageo Toast Great Success from Building First-Party Data-Based Customer Activation at a Global Scale

DIAGEO is a global leader in alcoholic beverages, with an outstanding collection of brands across spirits and beer. Their products are sold in more than 180 countries and include the brands Johnnie Walker, Crown Royal, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc, and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness.
They aim to be one of the best performing, most trusted, and respected consumer products companies in the world. To achieve this, DIAGEO wanted a platform that could centralize its data in a safe and secure way with different levels of data access and execute global campaigns to activate customers.

• Outperforming industry benchmarks on engagement rates
• Use of first-party data for a 360-degree-view of global customers in Mapp Marketing Cloud
• Automated personalized campaigns for segmented consumers to activate customers at scale
• Key engagement campaign statistics around the click-to-open rate and growth of First-Party opt-ins indicate strong company performance
• Aligned KPI view & customer feedback from digital engagement into Mapp Marketing Cloud

The Mapp team is integral to our customer communications strategy here at DIAGEO. For over 15 years, Mapp has provided unbeatable service levels going above and beyond to help our customers. The First-Party Data programs we operate on today are essential to our marketing success and are reaching millions of global consumers across our whole portfolio every day.” The incredible dedication of their Sales and Project Team assisted us to define and outline how our project would run, and a lot of genuinely satisfied customers on reference calls speak for themselves. We’re looking forward to seeing a considerable upgrade to our customer experience, and the other future benefits we’ll see from a great relationship that began from our very first call.

Nimai Meher

Global Product Owner - DIAGEO Digital & Technology

DIAGEO operates in a multitude of different markets. They were looking for support across these many different continents while being able to restrict data access and controls between different users across its various brands and territories. This required a flexible operating model, from self-serve access, a hybrid agency working as well as central DIAGEO control.

For the past 15 years, DIAGEO has been using our platform to deliver large volumes of customer interactions across multiple brands in unison, while cooperating with their agency partner Havas CX Helia.

DIAGEO uses our cloud solution to support them with email and SMS marketing as their core communications channels. They’re able to make use of flexible content management to scale personalization and empower brand managers, with a low-code or no-code approach.

With numerous channels and multiple territories, DIAGEO felt it was important to feed customer engagement data back into their global data hub to build knowledge of their user base on a global scale. By using Mapp Marketing Cloud, DIAGEO could integrate this customer data and form a 360-degree view of its consumers for data consistency and efficiency.

Using this, DIAGEO’s incredibly talented and knowledgeable team can produce highly engaging campaigns that stimulate customer engagement and activates customers.

Thanks to its strong Martech stack, DIAGEO’s driven and knowledgeable team is able to continuously execute highly engaging campaigns that excite both their customers and prospects.

“DIAGEO continues to innovate as a business and whilst working together for over 15 years we have seen their massive growth in first-party data. They have the ability to deliver strong engagement at scale and launch key business initiatives across many territories and instantly recognized global brands” – Josh Beale, Principal Account Director at Mapp