Diageo accelerates global analytics with Strategy’s AI-powered solutions

Diageo’s Transformation at a Glance

Global deployment across multiple markets

Near real-time insights delivery

Self-service adoption by internal teams worldwide

Enhanced consumer personalization across digital touchpoints

The Challenge

Diageo set out to answer a critical question: how can we personalize consumer experiences while equipping internal teams with real‑time, actionable insights?

Traditional approaches often left gaps across the BI stack. Consumer data was locked inside isolated tools, creating silos that made cross-team collaboration difficult. Teams often waited days or even weeks for basic reports, only to discover that metrics and definitions still didn’t align.

To overcome these challenges, Diageo aimed to give its global organization the agility to respond to market shifts in real-time.

“We knew data had to be the heart of our operations, but we were drowning in fragmented insights that couldn't drive the personalized experiences our consumers expected or the speed our business demanded.”

Elöd Fejér

Head of Finance and Legal DA&I, Diageo

The Strategy: Building a Unified Foundation for AI-Powered Analytics

The Foundation

Diageo partnered with Strategy to build a comprehensive data platform designed to meet two core objectives: deliver personalized consumer experiences and enable self‑service analytics for internal stakeholders across the globe.

The Solution

Using Strategy One as the central analytics platform, Diageo developed its custom Global Business Performance Management (BPM) solution, combining flexibility, scalability, and enterprise‑grade governance in one location.

The Differentiation

Internal stakeholders accessed near‑real‑time insights for faster issue resolution. Regional teams evaluated location‑specific behavior metrics while staying aligned with global brand guidelines, and international teams used the platform’s self‑service capabilities to create reports tailored to local needs.

The Application

Consumers experienced more relevant interactions across digital touchpoints as Diageo tailored website, eCommerce, and digital advertising content to brand guidelines and real consumer preferences, resulting in timely, meaningful experiences.

"We're now running a truly digital business worldwide. Our teams can access the data they need, when they need it, without waiting for reports or analyst support.”

Elöd Fejér

Head of Finance and Legal DA&I, Diageo

Diageo is Delivering Unified, Self-Service Insights

The Impact

Diageo now delivers near‑real‑time insights to internal stakeholders worldwide, improving response times and enabling personalization at scale across every market.

The Future

As the BPM foundation matures, Diageo plans to integrate a universal semantic layer such as Strategy Mosaic to streamline data access, strengthen governance, and create a unified view of performance.

The Long-Term Vision

Diageo aims to expand Strategy’s AI capabilities into high‑impact use cases such as pricing optimization, anomaly detection, and what‑if modeling to help teams act faster and improve performance across 170+ countries.