Customer acquisition and engagement

Providing a database solution for Diageo’s global stakeholders to access their data in an efficient and compliant way - user-friendly and scalable whilst enhancing the delivery of CRM marketing worldwide.


Diageo is the world’s largest alcohol distiller. It’s a multinational organisation with a huge collection of beer and spirits brands, as well as offices and operations spanning six continents. This scale presents a challenge for delivering effective CRM across the markets.

Havas CX's challenge was to deliver an innovative, technical solution for Diageo's worldwide stakeholders that would allow thousands of their own people access to the data in their global hub – hosted by Havas helia in the UK.

Multi-market Diageo marketeers and their incumbent agencies needed access to their first-party data in an efficient and compliant way. The tool needed to be user friendly, scalable and enhance the delivery of marketing communications worldwide.

CX Solution

The solution was Datanova – a self-service data portal.

By integrating a real-time feed, we make sure Diageo’s marketeers have the very latest data at their fingertips. And, if stakeholders don’t have a preferred platform to deploy campaigns from, the portal has real-time integration with an approved email service provider. Recent enhancements to Datanova include scheduled triggers, improvements to the automated load tool and a single-user sign-on to improve the experience even further.

Datanova has been a great success. It enables Diageo to better understand customers and respond to them with communications they’ll be interested in – making Diageo and its drinks brands a whole lot more meaningful.

Business impact

  • 17 million

    live consumer records accessed

  • Over 18 million

    emails sent in 2019

  • 11 million

    records loaded to the data hub in 2019

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