How Coca-Cola ensures high-quality brand tracking data

Coca-Cola ensures high quality brand tracking data in 90 markets internationally by employing a 'pre-warning' system for data anomalies, and employing a specific 'data consigliere' resource to ensure high quality, consistent and integrated data across the company.

When it comes to brand tracking data, Coca-Cola has big demands: the multinational beverage giant isn't just asking to zoom in on one data set, but for the ability to identify trends and outliers across multiple markets simultaneously – all while ensuring the absolute highest quality and consistency in protocol possible.

"Data gets turned into information and that information gets turned into insights. So for Coca-Cola, those insights really are important. When we decided to re-architect our brand tracker a couple of years ago, we needed to ensure that the (data) quality is very important to us, and it's non-negotiable,"...

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