Greene King Sees 30% Boost in Bookings with Unified Customer Data

Executive summary

When COVID-19 disrupted everyday life, Greene King, one of the UK’s largest pub retailers, needed to reimagine engagement in a digital-first world.

By unifying customer data across more than 2,700 pubs and multiple brands with Treasure Data’s Intelligent Customer Data Platform (CDP), the company created a single customer view that enables personalized, timely, and measurable interactions. The transformation has driven significant growth in bookings, empowered marketing teams with faster insights, and set the stage for AI-driven, real-time customer experiences.

Key highlights:

• Unified fragmented customer data from multiple brands into a single view for precise segmentation and targeting
• Achieved a 30% year-over-year increase in online bookings and a 13% boost in December peak season reservations
• Enabled marketing teams to access self-service insights and activate personalized, cross-channel campaigns in days instead of months

Challenges

Before its digital transformation, Greene King’s customer data was spread across multiple legacy systems tied to individual brands. As Ben Scott, Digital Product Manager – Customer Engagement, explained, “We’ve got lots of brands, lots of data capture points across those different brands and in different journeys. But this data is pretty much fragmented. We’ve got a wealth of data, but not in one place.”

While the company collected vast amounts of information from its website (45 million annual visits), apps, Wi‑Fi logins, and bookings, the siloed nature of the data made it difficult to understand customer behavior across the portfolio. Internal brand‑level data ownership further complicated efforts to create a unified strategy. Without a single source of truth, Greene King struggled to personalize marketing at scale, understand customer lifetime value, or react quickly to opportunities.

Solution

Greene King partnered with Treasure Data to implement its Intelligent CDP that consolidated all customer information into a centralized Diamond Record. This process involved:

• Mapping and integrating data sources across brands and channels
• Deduplicating and cleansing records to ensure accuracy

• Segmenting audiences by behavior, brand preference, and engagement triggers

With Treasure Data’s Audience Studio, marketing teams gained self‑service access to insights, enabling them to size campaign audiences, test segmentation strategies, and activate campaigns quickly through Braze and other connected channels. Greene King has also begun exploring predictive analytics and AI‑driven personalization to further refine engagement.

“Previously, if we wanted to do a broader bit of analysis, this could have taken months,” says Scott. But now, “even for the biggest types of analysis, we’re looking at within a week to get the insight that helps us unlock something new.”

Results

By unifying customer data, Greene King accelerated personalized engagement and unlocked measurable business impact, including more efficient marketing, real-time, in‑venue experiences like drink recommendations, and optimized staff workflows. As a result, they’ve seen:

• 30% increase in online bookings contributed to by the CDP rollout

• 13% uplift in December bookings, Greene King’s busiest period

• Faster insights: Analyses that once took months now deliver in days or weeks

• Personalized, cross‑channel experiences for email, app, and website visitors

• Democratized access to data across marketing, technology, and analytics teams

Future plans

Greene King plans to deepen its omnichannel strategy by expanding real-time engagement use cases, adopting AI for predictive customer behavior modeling, and enhancing the in-pub experience through personalized digital interactions. The company will continue to refine audience targeting, improve data enrichment, and explore AI-driven recommendations to further boost loyalty and revenue.