This data overhaul required a reconfiguration of marketing and technology teams, as the company’s intelligence got more centralized. As a result, Coca-Cola is better positioned to match customers with over 250 products in the company’s portfolio. Another goal was to use the data to have more engaging conversations with customers.
“It all started with our objective as an organization to become a total beverages company,” said Keith Bartig, director, precision marketing technologies at the Coca-Cola Company, at The MarTech Conference. “So many still know us for our sparkling beverages of course, but few know that we really offer beverages for every occasion and we aspire to be what our consumers choose to drink on every occasion throughout the day.”
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