With the introduction of visualization and socialization tools over the last decade and an increased appetite for different reporting options, Coca-Cola and Infotools created a data-sharing framework to feed both internal and external reporting platforms. NewMR Webinar, 27 June 2019, presented by Horst Feldhaeuser, Infotools.

1. NOTHING
BUT THE
TRUTH
No Fake News:
How Coca-Cola created
ONE source of truth
All time, every time
NewMR June 2019
Horst Feldhaeuser, Infotools @nzfeldi
June
2019

2. #NewMR Sponsors
June
2019
Communication
Gold
Silver

3. THE VISION HOW THE COCA-COLA
COMPANY OPERATES AS ONE SYSTEM

4. THE BIG IDEA:
A COMMON INFORMATION PLATFORM FOR THE SYSTEM
Our Bottling
Partners
TCCC
3rd Party Data
Public Data
The Coca-Cola Ready-To-Drink Data Lake
Scalable, Secure, Single Source of Truth

5. SETTING THE SCENE FOR
GLOBAL DECISION SCIENCE & ANALYTICS (GDSA)
300+
brands
100+
countries
75+
agencies
10+
Global MR protocols
Any big task if you look at
the grand picture…it seems
to big to accomplish, so just
watch the footstep in front of
you… And that’s what I do;
try and win little battles
every day.
Forrest Griffin

6. FOCUS ON DIFFERENT DATA & INSIGHTS
TYPES FIRST
Enhanced &
Integrated
System
Digital
& social
Research
Tracking
Comms &
MMM testing
IMC &
commercial
Execution
tracking
Big data
analysis
1
2
3
4
5

7. NOT ALL DATA SOURCES ARE EQUAL
Survey Data
Harmonization
from one source is
key when looking
across different data
sets and/or surveys
Survey Data
Complexity
drives
Coca-Cola’s
decision making
Survey Data
Access
needs to be
made easy and
intuitive
Survey Data Quality
& Integrity
must be non-negotiable
(no matter where the data
comes from)

8. DATA HARMONIZATION
Clean data
from
agencies
Coca-Cola
Dictionary /
Master code-
frame
Harmonization
/ constructions
/ labeling
Sampling &
weighting
rules
Quality Control &
Quality
Assurance
Data Transfer

9. COCA-COLA & INFOTOOLS
DATABASE PARTNERS FOR CLOSE TO 20 YEARS
Harmonizing
local & global
databases
since 2001
Protocol
Custodian
since 2006

10. FEEDING INTERNAL & EXTERNAL REPORTS SINCE 2009
Coca-Cola
Europe
flat files
2009
Coca-Cola
Europe reporting
systems
2011
Global tracking
reporting
& dashboards
T32 markets
2015
Tracking expansion
to T40 markets
T40 CBL
2018
Latin Center API
2019
Holistic People
Understanding
Engine
2020

11. DATA TRANSFERS & DATA STAKEHOLDERS
CCV & CCV Harmoni databases
DATA TRANSFER OPTIONS DATA USERS / STAKEHOLDERS / REPORTS
Via API to Azure BLOB storage Server
Sav files
COMPASS reports (internal)
Factbook (internal)
Global & local agencies (WNS,
Brandscape, Kantar, Ipsos, Infotools Plus)
Global dashboards (Infotools, AQ)
Analytical libraries (BGS, Market Logic)

12. CONTINUOUS REVIEW
Equity
pilots
Full brand
tracking
pilots
Incidence/
consumption
pilots
Mobile
only
DATA COLLECTION
METHODOLOGIES
EXISTING
PROTOCOLS

13. ONE-STOP SURVEY DATA INTEGRATION
SURVEY DATA OTHER DATA
DATA LAKE
Kantar, Ipsos,
Burke, Nielsen
etc.
BGS, CBL, IMC,
SONAR,
MOTOR etc.
Survey 2.0
For MR specialists
Sales
Search
Trends
Social
Telemetry
Location
Analytical
Engine
Holistic People
Understanding

14. DRIVING GROWTH OUTCOMES
Consumer Centric Brands
System Investment
Pervasive Distribution
Shared Value
Analytical
Engine
Holistic People
Understanding

15. One single
source of data
truth is crucial
Survey / MR
data is
different
Integrate appropriate
bite size pieces into
your insights engine

16. THANK YOU !
No Fake News:
How Coca-Cola created
ONE source of truth
All time, every time
NewMR June 2019
Horst Feldhaeuser, Infotools @nzfeldi

17. Q & A
Ray
Poynter
Horst
Feldhaeuser
June
2019

18. #NewMR Sponsors
June
2019
Communication
Gold
Silver