{"id":597229,"date":"2023-01-13T14:49:11","date_gmt":"2023-01-13T20:49:11","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/01\/13\/how-coca-cola-activated-their-enterprise-cdp\/"},"modified":"2023-01-13T14:49:11","modified_gmt":"2023-01-13T20:49:11","slug":"how-coca-cola-activated-their-enterprise-cdp","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/01\/13\/how-coca-cola-activated-their-enterprise-cdp\/","title":{"rendered":"How Coca-Cola activated their enterprise CDP"},"content":{"rendered":"
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This data overhaul required a reconfiguration of marketing and technology teams, as the company\u2019s intelligence got more centralized. As a result, Coca-Cola is better positioned to match customers with over 250 products in the company\u2019s portfolio. Another goal was to use the data to have more engaging conversations with customers.<\/p>\n

\u201cIt all started with our objective as an organization to become a total beverages company,\u201d said Keith Bartig, director, precision marketing technologies at the Coca-Cola Company, at The MarTech Conference. \u201cSo 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.\u201d<\/p>\n

Dig Deeper: What is a customer data platform?<\/a><\/em><\/strong><\/p>\n

Matching the right products with two billion customers<\/h2>\n

\u201cWe need to be very relevant and very precise to be cost effective with our marketing dollars, and to truly engage with our consumers with relevant messaging and offer them the products that they\u2019re most interested in,\u201d Bartig said.<\/p>\n

That\u2019s what the Adobe stack, including a CDP, was intended to achieve \u2014 by centralizing the data of all customers and allowing marketing and tech teams to measure and manage the communications deployed to these customers in over 200 countries.<\/p>\n

\u201cIn year one [the goal was] to implement the Adobe experience platform all over the world and then build from there,\u201d said Bartig. \u201cAnd so year two is really paying the dividends, and we\u2019re able to rapidly deploy the campaigns that we\u2019re looking to [execute].\u201d<\/p>\n

Streamlining the technology for digital experiences<\/h2>\n

The CDP powers personalization for marketing campaigns, experiences and ecommerce within Adobe\u2019s experience platform. Adobe\u2019s experience manager handles content management as well. Coca-Cola retained Microsoft Azure for application management.<\/p>\n

\u201cIt was a technology-led initiative,\u201d said Bartig. We said we needed this as an organization to advance our marketing practices, and then it was really working with our marketing partners [to implement the technology]. Sometimes it\u2019s the opposite, depending on the organization, where it\u2019s really a marketing-led initiative, and saying, \u2018Hey technology services, this is what we need.\u2019\u201d\u00a0<\/p>\n

He added, \u201cWe needed to have a platform that would deliver personalization that is on a very small individual scale where we\u2019ve got these mom-and-pop sort of storefronts [in smaller markets]. And we have, then, the huge sort of restaurant chains and grocery stores that we have here in the United States, and everything in between.\u201d<\/p>\n

Building consensus and standardizing the technology<\/h2>\n

\u201cWe needed to really showcase the benefits to our marketing partners and focus on education and evangelizing the platform,\u201d said Bartig.<\/p>\n

Coca-Cola\u2019s technology team had to make the case for the new CDP and Adobe stack, and then they needed to coordinate its use once the new tech was implemented.<\/p>\n

\u201cWe knew we\u2019d have to drive standardization or it would become prohibitively complex,\u201d Bartig explained. \u201cBut it\u2019s also a balance to be flexible to individual regional needs.\u201d<\/p>\n

The company maintained a centralized technology services team that manages user requirements and marketing needs from all the different markets.<\/p>\n

\u201cEverything we did, we did with global scale in mind,\u201d said Bartig. \u201cSo, if our Latin America region had something that they wanted to focus on, or wanted to build, we would take that and we would add it to our repository of components and capabilities, knowing that Asia-Pacific or Europe or our North America operations may use it in the future.\u201d<\/p>\n

Dig deeper: How Penske Media uses a CDP to help advertisers reach customers<\/a><\/em><\/strong><\/p>\n

Taking time to plan out the data<\/h2>\n

\u201cWe certainly had a lot of learnings along the way,\u201d Bartig said. \u201cIn hindsight, what I would have done, and what I would recommend to other [enterprises], would be to take a moment and have a preliminary phase where you organize your data.\u201d<\/p>\n

For example, in Coca-Cola\u2019s Latin America operations, they wanted to implement an abandoned cart functionality. This would have been helpful out of the gate when the technology was being rolled out in the first year.<\/p>\n

\u201cWe found out in digging further that the tags that we use to get behavioral data \u2014 the data layer, by which we would take those tags and then import them into the Adobe experience platform \u2014 all needed a lot of work and retrofitting to be able to make it organized and make it work,\u201d said Bartig. \u201cSo definitely take time to plan out your data and make sure all of your sources of data are well-defined and organized.\u201d<\/p>\n

Enterprises should also think about what additional data sources are needed and how they want to model the data. For Coca-Cola, the emphasis has been on behavioral data that will power relevant experiences and ecommerce capabilities.<\/p>\n

This fragmentary data then adds value to experiences when it\u2019s centralized in the customer profiles in a CDP. The result, a more holistic view of the customer. Or, in the case of Coca-Cola, two billion customers.<\/p>\n

Register for The MarTech Conference here.<\/em><\/strong><\/a><\/p>\n

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