BANGKOK: Coca-Cola has adopted a creative approach to ensure the consistency and accuracy of its brand tracking data across more than 90 markets, according to an executive at the company.

"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," said Wichuda Pangote, Senior Knowledge and Insights Manager at Coca-Cola, at the IIEX Asia-Pacific market research event in Bangkok.

Coca-Coca has an independent 'data consigliere' which is assigned to oversee the quality and consistency of brand tracking data across all its relevant markets. (For more, read WARC’s exclusive report: How Coca-Cola ensures high-quality brand tracking data.)

"With our consigliere in place, we can quantitatively address data quality issues before it becomes a problem and ensure that our key brand can maintain that integrity… In our case, we wanted an independent and objective custodian of the data who could work in partnership with us and with all our agency partners to ensure that they get the data right," Pangote said.

According to Horst Feldhaeuser, Group Client Director of New Zealand-based consultancy Infotools which works alongside Coca-Cola, a ‘pre-warning’ system has allowed the company to address potential data inconsistencies or outliers before they arise.

"All of the data collection being digitized - that's either CATI, or online, or tablets - we can actually add all the passively collected data to our data that we share with the agencies and with the markets. We know exactly who did the interview, how long the interview took, etc…. And taking into account how many brands they mentioned and all the other KPIs that we already had in the survey, we could create that 'pre-warning' system," Feldhaeuser said.

"If something is going off from the numbers that we would expect, we'd put our orange light on. If it's significantly off, we may immediately put a red light on. If we have two or three orange lights in a row, boom, a red light goes on. This way, we really want to stop it from happening too late and be able to interfere much earlier."

Sourced from WARC