Case Study: Heineken achieves millions of 'golden consumer records' and improved media efficiency with BlueConic

Heineken uses BlueConic to build a ‘golden consumer record’ that reduces its reliance on third-party data and enables a direct consumer relationship

Heineken faced the industry-wide shift away from third‑party data as privacy laws and browser restrictions made cookies unreliable. Needing to build first‑party relationships despite limits on direct sales and a lack of owned transactional data, Heineken turned to BlueConic to create a privacy‑compliant “golden consumer record” and centralized first‑party data strategy.

BlueConic deployed listeners and connections to unify online and offline touchpoints into individual, tiered profiles and replaced DMP segments with multi‑dimensional, dynamic segmentation for cross‑channel use. The solution enabled lookalike audiences, faster agency data ingestion with centralized consent and CCPA‑compliant deletion, and re‑engagement tactics (e.g., festival wristband follow‑ups); in one year Heineken built millions of golden consumer records, improved media efficiency versus prior DMP-based approaches, and unlocked new programs like an email marketing pilot — all powered by BlueConic.

Heineken

Rebekah Kennedy

Director Consumer Data Strategy