Measurement and Evaluation: Creating World Class Global Benchmarks

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.