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,"...