Coca-Cola: Media Optimization 4.0 – Tools & Techniques to Enhance Marketing Optimization (Data & Analytics Series)

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The evolving world of marketing spend optimization has changed dramatically in the last five years. Legacy approaches such as market mix modelling aren’t the only games in town; new approaches such as multitouch attribution and rapid read analytics offer decision-makers with more opportunities than ever before. Which techniques should marketers consider for their organizations? How can these tools work together for an ensemble approach to marketing optimization? And how do they address a company’s needs in a fast-moving digital-first media environment?

In this webinar, Greg Pharo, Coca-Cola’s global director of media analytics and chair of the ANA’s Data & Measurement Committee, will discuss how leading marketers are leveraging analytical techniques from artificial intelligence to behavioral economics to enhance marketing optimization.