As a major advertiser with a range of brands, Coca-Cola's Western Europe operation handles a lot of ads and has developed a system for processing and testing them to ensure they perform at the necessary level. But even Coca-Cola is up against the constraints of time and money and can't test every single one.
"We spend over $300 million annually in Western Europe, just on media," said Adam Palenicek, Senior Insights Manager at Coca-Cola Western Europe, with much of that going on TV and an increasing amount to digital. "That's across 125 campaigns. That's a lot of advertising and, not...