Go offline with the Player FM app!
Multi-channel marketing part 1: How Diageo measures PESO
Manage episode 218147950 series 2419580
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.
Special Guest: James Alexander .
53 episodes
Manage episode 218147950 series 2419580
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.
Special Guest: James Alexander .
53 episodes
All episodes
×Welcome to Player FM!
Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.