visualizing a coke and a smile - research association...visualizing a coke and a smile carl edkins...
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![Page 1: Visualizing a Coke and a Smile - Research Association...Visualizing a Coke and a Smile Carl Edkins Strategic Planning & Insights Manager, Coca-Cola Oceania Ltd Horst Feldhaeuser Group](https://reader033.vdocuments.us/reader033/viewer/2022042009/5e713e7616482657817176e4/html5/thumbnails/1.jpg)
Visualizing a Coke
and a Smile
Carl Edkins
Strategic Planning &
Insights Manager,
Coca-Cola Oceania
Ltd
Horst Feldhaeuser
Group Client Director,
Infotools
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They understand the
need, dos and don’ts
behind MR, while
constantly pushing
for new ways of
doing things better
and smarter.
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3
Built to run
fast (track) but
gradually less
prepared to innovate
(cross-country)
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EVOLUTION & INNOVATION Table
Stakes
Constant changes in Consumer behaviour
Changing expectations about brands
Data Deluge
1
2
3
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Break the
through smart thinking, best-in-class requirements & challenging norms
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COCA-COLA'S
BRAND GUIDANCE SYSTEM
DISAGGREGATED RESEARCH VALUE CHAIN
02PROTOCOL CUSTODIAN
Design & Data
Custodian
Audit
03FIELDWORK
Local
agencies
01DESIGN
04KNOWLEDGE BANK
Data processing
Harmonization
05INTERROGATION
Data Crunching
06DELIVERYVisualization
Empowerment
Story Telling &
Sharing
Connection
07ANALYTICS
Analytic Insight
Advanced
Analytics &
Reporting
Research Design
ReviewGRIT 2015 report:
They realized that it’s
best to use best-in-
class providers for
each step of the
research chain,
rather than stick with
one or two big
suppliers.
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better outcomes
G.I.G.O..."Reloaded"
Fix what's
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Upgrading our most
important piece of
research, the beverage
tracker
Low Flexibility
21
3Opportunity of tracking
volume performance
better4
Insufficient diagnosis
5
Repetitive and long
6 7
Antiquated technology Poor
interconnection with other tools
Sub-optimal Market
Coverage design
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SHORTER SMARTER MODULAR
Low Flexibility
Core + Modular approach
21
Poor interconnection with other tools
Integrated System
3Opportunity of tracking
volume performance
better
More accurate claimed
consumption
4
Insufficient diagnosis
Track brand and category
drivers/ barriers
5
Repetitive and long
Shorter questionnaire(s)
6Sub-
optimal Market
Coverage design
Improved sample design
7
Antiquated technology
Tablet
Upgrading our most
important piece of
research, the beverage
tracker
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ᵡ Information requests for protocol compliance &
changes
ᵡ Manual Data uploads to Infotools
ᵡ Manual Data base transfers to local markets
ᵡ Semi-automatic KPI reporting
ᵡ Brand managers asking queries from K&I team
Detailed data interrogation via CCV (Coke’s in-
house analytics tool designed for K&I analysts)
PULL
Real-time interaction with
Protocol Custodian App 24/7
Automatic Data uploads, ideally with ‘live’
data links
Automatic uploads to engaging dashboard
solutions for reporting & sharing
Results available everywhere on the go (via
touch devices)
Summary information via Newsletters and
Infographics
Customized Alerts & notifications
PUSH
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CREATING TRANSPARENCY - ERROR REDUCTION
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CREATING TRANSPARENCY - CONTINUOUS IMPROVEMENT
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CREATING TRANSPARENCY - FLEXIBILITY FOR CHANGE
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KNOWLEDGE ACTIVATION
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ALERTS TO YOUR MOBILE
Get a notification
either email or
SMS
See metrics based
on exception rules
(e.g. sig change)
See a second level
to understand brand
changes
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SEE IT IN YOUR PC OR TABLET
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Our Vision for tomorrow -an Enhanced & Integrated System
IMC & COMMERCIAL
EXECUTION TRACKING
COMMUNICATION & MMM TESTING
BIG DATA ANALYSIS & EXPERIMENATION
RESEARCH
TRACKING
DIGITAL & SOCIAL
Enhanced & Integrated
System
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UPGRADING TO CLOUD CCV
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INSTANT
CROSS-TABS
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VISUALIZED & SHARED
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TEAM WORK
Partnerships
Global Kantar Team
Local Market
Field Agencies
Coca-Cola Local
Markets
Coca-Cola Corporate
AnalyticAgencies
Infotools
BusinessUnits
+
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THANK YOU!
Visualizing a Coke
& a Smile