Contemporary applications of big data in business(5)

 Bilal Hussain Malik

15/04/25

                                   Contemporary applications of big data in business(5)


                                                           Coca Cola

Being the world's largest beverage company, Coca-Cola has a huge global network with over 500 brands distributed across over 200 countries. Its vast scale of operations generates humongous amounts of data at each stage of its value chain from procurement to production, logistics, to sales, and customer complaints, which Coca-Cola purposefully leverages to make business decisions based on data.
Realizing the potential of this data, Coca-Cola has spent aggressively on research and development, with a focus on artificial intelligence and advanced analytics. With these technologies, the firm is able to extract valuable knowledge from the massive data sets that it collects from customers around the world. Such knowledge helps Coca-Cola better understand evolving consumer preferences regarding pricing, product taste, packaging design, and regional need for healthier beverages.
Social media is also an integral component of Coca-Cola's data universe. With over 35 million Twitter followers and 105 million Facebook fans, the company actively leverages its social presence to gain real-time market insights. With AI-based image recognition technology, Coca-Cola is able to see when and where its brands are being mentioned in online images. This information, combined with business intelligence software, provides marketers with valuable insight into the demographics, geographies, and motivations of the consumers engaging with the brand.
These revelations allow Coca-Cola to deliver richly targeted online advertising that addresses specific segments. In fact, targeted advertising with this data is reported to be four times as effective at creating clicks as classic campaigns, illustrating the brand's ability to make big data useful marketing practices.
Reference: https://systems-plus.com/8-case-studies-and-real-world-examples-of-how-big-data-has-helped-keep-on-top-of-competition/

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