Doing the best with what it's got: Smart management of big data at Coca-Cola

This event report looks at the ways in which Coca-Cola is overcoming the challenges it faces in measuring the impact of campaigns across platforms and countries.

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?...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands