Diageo (J&B)

In 2023, After years of data practices, Justerini & Brooks (J&B) needed a clear, modern understanding of its customer base. The challenge wasn’t just to clean and analyze data, it was to create a segmentation model grounded in real customer value, one that could guide future marketing strategy. With no unified data infrastructure and limited behavioral records (from CX point of view), the company needed a full picture of how different groups of customers interacted with the brand over time. Years of sales data existed, but scattered across teams, platforms, and formats.

Our Approach

Over a 6-month project, we took on a comprehensive analysis of 20 years’ worth of purchasing records. We sourced and merged data manually from various internal teams, a process that demanded both patience and precision.
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Recognizing the absence of behavioral data, we focused on a financially-driven segmentation model. We calculated Customer Lifetime Value (CLV) using a hybrid of historical-predictive modeling. This approach allowed us to uncover meaningful customer patterns and group them based on both purchasing depth and long-term value.

Ultimately, we designed a four-segment model that captured the distinct financial behaviors of Diageo’s diverse customer base, from high-frequency loyalists to occasional buyers with untapped potential.

The Outcome

- Identified 4 data-driven customer segments based on behavioral patterns
- Calculated predictive Customer Lifetime Value (CLTV) across all segments
- Analyzed 190+ historical email campaigns, comparing promoted items with sales records.


The model has since been used as a foundation for long-term marketing planning, helping the brand align its strategies more closely with real customer value, and laying the groundwork for future CX and loyalty initiatives.

J&B was an incredibly collaborative and high-energy team, making the entire experience of working with them truly exciting and enjoyable for us!