Providing Diageo with a richer understanding of its key consumer segments

Challenge

In order to better understand its key segments of drinkers, Diageo provided TGI with first-party data for six segments, including: Vodka, Liquor, Beer, Cachaça and others.

Approach

Using privacy-safe statistical processing, we data matched these segments onto existing TGI audiences via our TGI Plus capability, which enables the integration of ad hoc data into TGI quickly and inexpensively.

Insight

Adding the breadth and richness of TGI data to Diageo’s existing consumer data opened up a huge number of new insights into the behaviours and characteristics of its segments.

Impact

Diageo gained a much wider, richer understanding of the behaviours and characteristics of each of its six segments thanks to TGI’s breadth and depth, enabling richer targeting and addressable capabilities.