Case Study

| 1759 Guinness Case Study

idio enables major brands to understand and con-
verse with millions of people on an individual basis
and in real time. Idio personalizes the customer
experience across web, social, email, and mobile
channels based on the individuals behavioural and
social context, using content marketing to build
commercially-valuable customer journeys.
Increase engagement, conversion, and retention,
whilst reducing manual efort
Measure the results of every personalized communi-
cation, to improve decisioning
Cloud-based, on-demand solution that chooses the
Next-Best-Content for each person
In 2010, we were engaged by Diageo to build a com-
pelling, multi-channel, content ofering that would be
a gateway to the Guinness customers world. Work-
ing alongside Tullo Marshall Warren, Diageos digital
agency, idios platform was deployed to power a
lifestyle magazine that would improve search engine
visibility, site engagement and visitor retention. Among
our objectives were an increase in conversion to prod-
uct sign-up, and the publication of higher volumes of
relevant and shareable content.
We produced a personalized, multi-channel, digital
content proposition, dubbed the 1759 Magazine: a
intelligent curation of brand-authored content, expert
articles, and aggregation from a select blogger network.
In addition, a Whats On Guide is powered by the
same system, recommending nights out based on each
customers taste and location.
Content is published daily, across web, mobile and so-
cial media channels, and weekly emails are sent to the
registered customers. All content is personalized based
on every users preferences and behaviours, and idios
analysis of customer's social media profles. ln addition,
an iAd on handheld iOS devices was created, delivering
event recommendations powered by idios platform.
What We Delivered
Client Goals

Email open rates up 332%; Click-through rates

up 190%; Time-on-site up 121% - giving a 7.5X
increase in engagement through a personalized
content proposition.
idio - Content Marketing Automation
Who we worked with
Content Strategy
Discovering what to publish
Content Sourcing
Curating enough content to engage
Content Delivery
Personalized web, mobile, email, social
Content Measurement
Against agreed business goals
idio helps multi-channel marketers build strong cus-
tomer relationships and generate actionable customer
insight, using personalized content. Our platform cu-
rates, structures, delivers and measures brand content
across websites, mobile sites and apps, email, social
platforms and performance ads - building authority for
the brand and mining the interactions for insight.
idio works with clients including Unilever, Diageo,
Associated News, and the NHS. For more information,
please visit www.idioplatform.com.
| 1759 Guinness Case Study
The Platform The Process
1. Develop elegant delivery interfaces for all channels
2. Integrate with Guinness email delivery system
3. Integrate interaction tracking with Diageos CRM
4. Train agency staf to manage day-to-day operations
1759 is now the best performing email programme
across Diageo in Europe. The personalized emails
see an average open rate of 44% and a click-through
rate of 32%. By taking the time to curate content and
personalize these emails based on implicit and explicit
customer preferences, the amount of people who
actually view the site has gone up 6 times more than
the control group. In addition, when browsing the site,
those that came via the personalized emails, and have
on-site content also personalized for them, view 29%
more pages each visit, spend 21% more time on the
site, and are 15% less likely to bounce.
Content publication is very emcient, with one social
editor (agency-side) able to manage the fow of over 30
articles every day, based on idios curation and delivery
interfaces.
Since all the interaction data is saved to Diageos CRM,
there is a deep pool of preference and behavioural data
being gathered; for example, each individuals favourite
football and rugby teams, the lifestyle topics the read
about most, and their preferred genre of music. And
of course, the large Guinness followership is getting a
great content proposition that is proving attractive and
engaging, presenting a constant and growing branding
opportunity.
The Results