Diageo North America, one of Gain Theory’s long-standing clients, scooped the Data and Analytics Adoption category in the ANA 2018 Genius Awards. The award represents the best, brightest, most innovative and impactful work in marketing analytics today.
In their award-winning entry Diageo demonstrated how they were able to leverage granular insights gained by Gain Theory’s Multi Touch Attribution solution Sensor, as well as demonstrating cultural alignment around data and analytics to boost business outcomes.
Multi Touch Attribution for Granular insights
Diageo has had market mix modelling embedded within the business for a number of years. However, they were looking for enhanced insights to allow them to make tangible, informed in-campaign decisions.
Trialing Sensor allowed Diageo to leverage in depth analysis, alongside promotions, trade and much more.
Results: In-Campaign Optimizations
By leveraging Gain Theory’s Multi Touch Attribution Solution Sensor, Diageo have been able to get deeper overall optimization insights across 95% of their media spend.
Lindsey Kantarian, Brand Manager, Captain Morgan, Diageo North America, says:
“We have the ability to make real-time optimizations. If television is one of your tactics, which program of television is most effective for you? On the digital side, are display ads or video ads working harder for you? On a social side, which campaign is working hardest for you? And then by creative partner, as well.”
Watch the entry video on the ANA website here.