Business Analytics to prove growth drivers for Diageo
Understanding the drivers of daily sales at a brand, product and market level to help with outlet execution efforts
The challenge
Diageo wanted to evaluate whether their ‘Outlet Execution’ standards programme was driving sales performance, in 4 key markets.
Diageo had lots of data
- Third party share placement data, where a ‘share of shelf’ or ‘share of display’ could be calculated
- Sales data by store, split by product and brand
- Store data – type of store, size and location
But this data had been ‘siloed’. There was a clear desire for combining and examining of ROI.
The solution
Working closely with multiple stakeholders to understand the daily sales data across four markets. We were given access to Diageo’s data warehouse to merge sales data, share placement data, and store details, to give a 360 view of sales performance.
Using time series analysis and econometric modelling, we assessed where the client’s Outlet Execution efforts were clearly working and where they needed to be recalibrated / investigated.
We put together evidence-based reports for Commercial Performance Management Team to influence decision making at C-Suite level.
The result
Verified that the investment in 3rd party share placement image data was justified to monitor outlet execution activities. Where standards were found to drive sales, we helped to quantify the ROI from investing in the share placement image data.
Pinpointed exact locations and stores with high sales growth and high share of shelf, to help spread best practice to other outlets.
Results and follow up actions were concisely communicated to C-Suite executives in 2022 Q4.
Unbelievable impact in a short space of time. Analytics across diverse data was an eye-opener, providing clear direction to take to the CEO
Craig Milligan
Global Head of Consumer Analytics & Insights | Decision Sciences, Diageo
