Multi-channel marketing part 1: How Diageo measures PESO

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.