Coca-Cola GmbH
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Coca-Cola GmbH
Objective : Understanding digital shoppers and enabling the sustainable and targeted planning of digital shopper measures. Realization : - Formation of meaningful shopper types with different digital expectations, consumer behavior in relation to individual brands, shopping scenarios, information behavior as well as socio-demographic characteristics and the different strategic relevance to Coke.
- Development of a web-based tool on the basis of the study results for the targeted planning of digital marketing activities on the key account level – the tool derives exact information about which goals can be reached with which digital shopper measures, and how effective these measures will be in the relevant target groups.
Result : - The establishment of a central code for the evaluation of success across measures and campaigns
- Ongoing derivation of recommended operational courses of action for short-term campaign optimization
- Definition of strategic recommendations for the optimization of long-term campaign planning
Coca Cola - Shopper Marketing-slide1-en
