Case Study: Heineken accelerates first-party data activation and cross-channel journey orchestration with Supermetrics

Heineken builds first-party data capabilities in a year with Supermetrics

Heineken, a global FMCG company, faced the challenge of harnessing its first-party data to connect customer journeys across its portfolio of brands and retail partners. Their goal was to unlock sales value and prove the ROI of investing in data capabilities to stakeholders. To tackle this, they partnered with Supermetrics (formerly Relay42) and its Marketing Intelligence Platform.

Supermetrics implemented a collaborative solution, building a framework for Heineken to test, learn, and scale data-driven marketing. Starting small, the approach was adapted to Heineken's specific business needs rather than forcing a pre-defined model. This helped Heineken work towards its goal of acquiring 8 million unique customer identifiers and accelerate learning by leveraging best practices from other industries, driving greater efficiency, effectiveness, and measurable business impact.

Heineken