4:40pm - 5:00pm [COCA-COLA SHOWCASE] Democratizing Data: Empowering the Organization by Putting Insights at their Fingertips
Monday Jun 12
For the past 9 years, Coca-Cola North America has been on a journey to better empower the larger marketing organization with insights. Our first pass at this in 2008 was the provision of Excel-based fact sheets, requiring days and weeks of data pulling, and significant re-work if data needed to be reprocessed. As our research protocols evolved and thrived, so did the demand for insights from the platforms. In 2011, we developed our first online platform that provided wider access and deeper insights to data, while sitting atop a data file rather than relying on pre-pulled analysis. Over time, our platforms have evolved to include an automated platform connecting insights across 4 consumer tracking systems, including report generation, dynamic cross tabs and charting, and advanced analytics (e.g., correspondence/brand mapping). With this insights platform in place, our team can now focus on value-added analytics to ensure that our insights have a seat at the decision table.