Coca-Cola boosts new real-time measurement metric
BrainJuicer has a new model for measuring real-time user engagement with advertising. And Coca-Cola Brasil is convinced the program delivers useful results that can improve performance.
The London-based market research firm responded to a challenge from the soft-drinks company: Provide a way to see how teens in Rio de Janeiro – a key target audience in Brazil – were responding to Coke's messages during the 2016 Olympics. And next-day analysis wasn't enough: Coke's Brazilian unit wanted brand-tracking results in the moment.
From an analytical perspective, BrainJuicer sought to move the client away...