New podcast: How Diageo measures multi-channel marketing
I had the pleasure of interviewing James Alexander, the head of influence and advocacy at global drinks business Diageo.
We discussed the multi-channel marketing campaigns Diageo run and why the measurement of the activity is so key to the business.
I found out how Diageo marketing teams and agencies use a version of the PESO (paid, earned, shared and owned) model to organise and measure activity.
James also shared details of how he developed a standardised reporting process to measure and compare results. Including details of their tool-stack and metrics.
if you’re curious to know how a large-scale international organisation makes decisions on marketing then this is the podcast for you.
Listen and subscribe to all PR Resolution podcast interviews here on Fireside, iTunes and Spotify.
