Coca-Cola's real-time intelligence: Becoming the champions on consumer engagement

This paper explains how Coca-Cola, the beverage brand, developed a platform to consolidate data from multiple sources in real-time, to inform its marketing communications and decisions.

Coca-Cola's real-time intelligence: Becoming the champions on consumer engagement

Cristina Brand, Carla Mayumi, Flavio Marcondes and Gabriel AleixoTalk Inc, Coca-Cola and BrainJuicer

Preface

This paper describes Coca-Cola's Real-Time Intelligence platform, built together with the System 1 Market Research agency BrainJuicer and brand consultants Talk Inc.

Through this initiative, Coca-Cola gained access to real-time insights into its consumers’ engagement with the brand, to anticipate and quickly act on opportunities, positively impacting Coca-Cola equity.

The platform, initially developed for the World Cup 2014, is now a reality within Coke and perhaps the richest legacy left by the event.

This case proposes...

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