1. FIZZY VISUALS
A Coca-Cola co-creation story

2. HOW COCA-COLA CHANGED THE
WAY THEY’VE LOOKED AT
RESEARCH DATA
IN THE LAST 12 YEARS

3. MARKETING TEAM AT C0CA-COLA HAS
ALWAYS BEEN A HEAVY USER OF MARKET
RESEARCH INFORMATION
“Information is power, but sharing information is super-power.”

4. Every year: strategic business plans
STRATEGIC
BUSINESS PLANS
Every month: implementation of tactic plans

5. DATA
COLLECTION
WE HARMONISE
AND MODEL
INFORMATION
CREATING
KNOWLEDGE
LOCAL
AGENCIES
100 MARKETS
We help them pre-bake their cake…

6. OUR CLIENT 12 YEARS AGO

7. Single product focus…

8. Big research team… they called themselves the
‘DREAM TEAM’

9. Same data needs across users

10. Lots of time to interact….

11. WE USED TO ORGANISE &
HARMONISE THEIR RESEARCH DATA
INTO A “COMMON PLATFORM”

12.  We made data easy to access. No need for
“specialists” to manipulate data.
 Teams spent their time just analyzing.
Analytical tool

13. HOW HAVE THE NEEDS FROM
COCA-COLA EVOLVED?

14. Coca-Cola
Simple Orange
Dasani
Powerade
Illy
Five Alive
Aquarius
Dr Pepper
Schweppes
Evian
Minute Maid
i9
Nestea
Lift
Del Valle
Sprite
Vault
Burn
MULTI CATEGORY COMPANY: sparkling drinks, water,
juices, energy & isotonics

15. Research team starts shrinking… only few ‘NINJAS’ left

16. Decision makers wanted easy access to data

17. A single visual platform was needed…

18. No time for deep analysis, focus on ‘EXCEPTION REPORTS’

19. OUR OLD TOOLS WOULDN’T CUT IT
ANYMORE!

20. DIFFERENT USER PROFILES
• Analytics for research ninjas,
• Interactive visualizations for marketing,
• Topline reports for top-management
LESS ENGAGED GROUPS
• Less time analysing and more ‘taking decisions’
• Single research platform where everyone access same
numbers
• Guardrails so marketing didn’t make mistakes
• In-your-face EXCEPTION REPORTING results
• ONLINE SOLUTION FOR regionally disperse audience
• Tablet compatible

21. SO HOW DID WE GET THERE IN THE END?
Coca-Cola Brazil partnered with us to drive
the value of research in the organisation

22. Client heavily engaged throughout… a big key to project success!

23. THE OUTPUT…
CCV LIGHT WAS BORN

27. FEEDBACK FROM COCA-COLA
MARKETING TEAM (THE USERS)

28. MOSTLY POSITIVE
IMPROVEMENT
ALL ROUND
AREAS
• Layout: “simple and friendly”
• Indicators missing:
• Functions: “SOFTWARE easy to use
New round of discovery to add metrics
and data is clear TO UNDERSTAND”
• Data extraction: “easier and MUCH
faster than PREVIOUSLY”
• USAGE: “most USERS extract
numbers to directly input into their
monthly tactical brand plans (NO
FURTHER TWEAKING REQUIRED)”
(Only a few teams)
• Indicators updating: changes frozen
for six months, some would like to
change them before

29. ROI figures reported to top management

30. THAT WAS THE COCA-COLA STORY...

32. RITESH BISOI
CLIENT DEVELOPMENT, INFOTOOLS
ritesh@infotools.com
@riteshbisoi