A lot of my work at Salesforce was taking conversations out of IT and into the business. Such was the case when Diageo came to Ignite for help defining their consumer data strategy. We started by defining the vision for the consumer experience based on market analysis and qual research with consumers. From there we worked backwards to understand what data we would need to enable it. Then we worked back up to ways to capture that data, focusing on zero party data i.e. people give us information voluntarily in a value exchange.

This approach meant that the global business, including marketing and IT stakeholders and spanning dozens of brands, had a shared vision of what we were trying to achieve and how to get there. Our strategic recommendations created a scaffolding on which local markets and brands could build their own consumer experiences.

This work not only formed the backbone of Diageo's data strategy, but it also led to the close of a ~£1M license deal.