Doing the best with what it's got: Smart management of big data at Coca-Cola
Emily BarleyWarc
Measuring the impact of campaigns across platforms and countries is no easy task, Shubu Mitra, director of marketing productivity at Coca-Cola USA, told the audience of an ESOMAR multi-platform media seminar held in Amsterdam in June 2015.
"There are steep challenges. I do not have a magic silver-bullet solution. What I can share with you is how we face up to the challenge," he said.
Mitra has four "very simple questions, but in a very complex environment":
- How is the campaign performing?...