How Coca-Cola learned to love data

Brooke Hemphill

This event report details how Coca-Cola, the soft drinks manufacturer, is driving value from data.

At Coca-Cola, data experts are now regarded as the "cool people at the company" – a complimentary view that extends well beyond the usual advocates of number-crunching.

"If you can believe it, even the creative teams at Coca-Cola are now asking us for data," Justin De Graaf, Coca-Cola's Director/Data Strategy & Precision Marketing, told delegates at the Association for Data-Driven Marketing and Advertising's (ADMA) Data Day in Sydney.

"Generally, that's like oil and water."

Such enthusiasm, he added, began with a data-driven brief that "earned the keys to their heart" by providing far greater insight than usual. "We brought them...

WARC subscribers can sign in to keep reading

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