After analyzing consumer behavior to boost marketing efficiency during the pandemic, Diageo added the latest Covid-19 results.
Diageo is extending its productivity forces in marketing. The soda company, which owns brands like Bailey’s, Guinness, and Johnny Walker, is strengthening its ability to steer it through the ever-changing world of pandemics. Radar, part of Catalyst, combines the new Covid-19 data with insights and consumer behavior information, including government policy and macro-economic data.
Global Customer Planning Head Andrew Geoghegan said it requires complex advertising costs, as well as business measures such as footfall and usage of credit cards. The aim is to boost its ability to predict the gross profit of marketing investment from Diageo. And it does it in three, six, and 12 months, based on varying conditions and client choices. In short, we can turn seamlessly to where the customer is.
He added that the combined data sets integrate actual, short-and medium-term [information] by region, channel, subcategory, and price point.
Marketing Catalysts have a dual role in it. First, it pools different data sources to determine the appropriate expenditure of each brand based on potential gains and consequences of previous marketing programs. Second, it points out the potential consequences of planned activities.
This was all the more important because the drink giant was seeking to make the most of the investment during the Covid 19 season. In April, Diageo stopped advertisements and promotional spending that might not turn out to be profitable with the reallocation of money around the company as a part of its reduction effort.
Geoghegan also added that the marketing will provide more knowledge and detail about it. It ensures the simplification and guide decisions where a change with marketing decisions will be required and figured out where the spending will prove the best.
However, it can find out the importance of providing human analysis on top of the computer-generated data. He exaggerated that: ‘marketing is not about spitting out a computer algorithm, it’s about combining business aims, brand activation, and creativity, which is then turbo-charged data,” and concluded it with the advertisers need to speak the language of the industry, instead of the ideology of marketing.