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FIZZY VISUALS A Coca-Cola Story
HOW COCA-COLA CHANGED THE WAY THEY’VE LOOKED
AT RESEARCH DATA IN THE LAST 12 YEARS
TEAM AT
C0CA-COLA
HAS ALWAYS
BEEN A
HEAVY USER
OF MARKET
RESEARCH
INFORMATION
TEAM AT
C0CA-COLA
HAS ALWAYS
BEEN A
HEAVY USER
OF MARKET
RESEARCH
INFORMATION
STRATEGIC BUSINESS PLANS
TACTICAL PLANS
NOT EASY FOR A MARKETER TO BE ABLE TO INTERACT WITH RESEARCH DATA
WE HELP THEM ‘PRE-BAKE’ THEIR CAKESOURCE STUDIES
(RAW DATA)
WE HARMONIZEAND MODEL
CREATE DATABASES INTERACTIVE
DASHBOARDS
CONSUME AND CREATE
KNOWLEDGE
WE’VE BEEN
PARTNERING
WITH THEM
FOR THE
LAST 12
YEARS TO
HELP THEM
‘TAKE
CHARGE’
OF THEIR
RESEARCH
DATA
OUR CLIENT
12 YEARS AGO SINGLE PRODUCT FOCUS
OUR CLIENT
12 YEARS AGO BIG RESEARCH TEAM
OUR CLIENT
12 YEARS AGO SAME DATA NEEDS ACROSS USERS
OUR CLIENT
12 YEARS AGO TIME TO INTERACT WITH THE DATA
RECAPPING
……………………
WHAT WE
USED TO DO
FOR THEM
ORGANIZED &
HARMONIZED
THEIR
RESEARCH
DATA
WE MADE DATA EASY TO ACCESS. NO NEED FOR “SPECIALISTS” TO MANIPULATE DATA
TEAMS SPENT THEIR TIME DOING ANALYSIS
ANALYTICAL TOOL
HOW HAVE
THE NEEDS
FROM
COCA-COLA
EVOLVED?
HOW HAVE
THE NEEDS
FROM
COCA-COLA
EVOLVED?
A MULTI-CATEGORY COMPANY
COMPETITION
PLAY CHALLENGER
HOW HAVE
THE NEEDS
FROM
COCA-COLA
EVOLVED?
BIG ATTRITION ON TEAM, ONLY FEW RESEARCH “NINJAS”
USERS WANT EASY ACCESS TO DATA
HOW HAVE
THE NEEDS
FROM
COCA-COLA
EVOLVED?
VISUAL PLATFORM + ANALYSIS
HOW HAVE
THE NEEDS
FROM
COCA-COLA
EVOLVED?
NO TIME FOR DEEP ANALYSIS (FOCUS ON EXCEPTION REPORTS)
HOW HAVE
THE NEEDS
FROM
COCA-COLA
EVOLVED?
IN SUMMARY
…………………..…
EXISTING
TOOLS
WOULDN’T
CUT IT
ANYMORE
DIFFERENT USER PROFILES • ANALYTICS FOR RESEARCH NINJAS, • INTERACTIVE VISUALIZATIONS FOR MARKETING,• TOPLINE REPORTS FOR TOP-MANAGEMENT
DIFFERENT USER PROFILES • ANALYTICS FOR RESEARCH NINJAS, • INTERACTIVE VISUALIZATIONS FOR MARKETING,• TOPLINE REPORTS FOR TOP-MANAGEMENT
LESS ENGAGED GROUPS REQUIRED• LESS TIME ANALYSING AND MORE ‘TAKING DECISIONS’• SINGLE RESEARCH PLATFORM WHERE EVERYONE ACCESS SAME
NUMBERS• GUARDRAILS SO MARKETING DIDN’T MAKE MISTAKES • IN-YOUR-FACE EXCEPTION REPORTING RESULTS• ONLINE SOLUTION FOR REGIONALLY DISPERSE AUDIENCE• TABLET COMPATIBLE
IN SUMMARY
…………………..…
EXISTING
TOOLS
WOULDN’T
CUT IT
ANYMORE
WHAT COCA-
COLA DID TO
HELP US
COCA-COLA RESEARCH TEAM HEAVILY ENGAGED THROUGHOUT THE PROCESS…
… A BIG KEY TO PROJECT SUCCESS!
WHAT DOES IT
LOOK LIKE?
COCA-COLA
INTERACTIVE
VIZUALISATION
NOW, LET’S
SEE THE
TOOL IN
ACTION
FEEDBACK
FROM
COCA-COLA
MARKETING
TEAM (THE
USERS)
MOSTLY POSITIVE ALL ROUND
• LAYOUT: “SIMPLE AND FRIENDLY”
• FUNCTIONS: “SOFTWARE EASY TO
USE AND DATA IS CLEAR TO
UNDERSTAND”
• DATA EXTRACTION: “EASIER AND
MUCH FASTER THAN PREVIOUSLY”
• USAGE: “MOST USERS EXTRACT
NUMBERS TO DIRECTLY INPUT INTO
THEIR MONTHLY TACTICAL BRAND
PLANS (NO FURTHER TWEAKING
REQUIRED)”
IMPROVEMENT AREAS
• INDICATORS MISSING:
NEW ROUND OF DISCOVERY
TO ADD METRICS
(ONLY A FEW TEAMS)
• INDICATORS UPDATING:
CHANGES FROZEN FOR
SIX MONTHS, SOME
WOULD LIKE TO CHANGE
THEM BEFORE
PROJECT
ROI NUMBERS
PRESENTED
TO TOP
MANAGEMENT
AIRLINESSERVICES
TECH/TELCO
HOSPITALITY
MEDIA
AUTOMOTIVE
CONSUMER GOODS APPAREL
ANY
QUESTIONS?
