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Coca-Cola

Quantifying National Campaign Effectiveness

Challenges

  • Coke needed to better understanding the effectiveness of its marketing spending, particularly in the area of national campaigns – campaign execution varies by region, market and unit
  • They wanted to develop a standard methodology or process for evaluating campaigns – seeking answers to key strategic marketing effectiveness questions such as lift from different campaigns

Approach

  • Create alignment and gain acceptance of marketing measures by marketing department and company management
  • Make recommendations for improving 2008 campaigns to be executed
  • Provide user-friendly models and tools that are not daunting to marketing staff and management
  • Develop skills related to marketing measurements, processes, tools and effective communication approaches
  • Support translated insights into 2009 marketing mix and budget recommendations, a revised campaign options booklet and field consultant training
  • Deliver a roadmap specifying the approach for transforming the marketing department into a measurement driven culture

Results

  • Created a new level of insight by quantifying the impact of national campaign on revenue lift by region, market and unit
  • Generated alignment between marketing and company management on new marketing spend effectiveness measures
  • Transformed marketing culture around marketing spend effectiveness

 

Case Study Coca Cola MSE

 

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