Episode 4

How Diageo measures marketing activity

with James Alexander

About this episode

Stella Bayles interviews James Alexander, the head of influence and advocacy at global drinks business Diageo.

Stella and James discuss the multi-channel marketing campaigns Diageo run and why measurement of the activity is so key to the business.

Stella finds 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 shares details of how he developed a standardised reporting process to measure and compare success. Including 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.