Coca-Cola Iberia

Deployment of a Smart CRM - 360º strategy

Challenge

Deploy a multi-country, multi-type CRM strategy (Consumer, Customer and Stakeholder) that enables omnichannel user activation based on holistic profiles fed with personal, social and activity information.

Establish an ROI model based on average value/user vs. investment made.

Solution

Smart CRM approach at a global level, acting on the entire digital ecosystem of Coca-Cola Iberia.

  • Alignment, integration and management of Coca-Cola Iberia’s digital ecosystem within the framework of a unique identification and user profiling system and considering all points of contact.
  • Strategic definition of the Smart CRM approach at a global level, including requirements and monitoring of delivery.
  • Definition of the action plan, segmentation and execution of communication for Iberia.
Management of the single identity and activity tracking.
Deployment of a Smart CRM strategy based on a 360º understanding of the consumer.
Worldwide vision and ROI model.

Success

Results.

  • Adaptation of the Smart CRM strategy worldwide.
  • Adaptation of the technology stack to the needs of the strategy.
  • Customer-centred evolution of corporate culture.
  • The consumer is considered from a complete 360º view with the aim of understanding them and satisfying their demands.
  • Optimisation of multiple processes, including direct customer service.
  • Consideration of the value of the data and legalisation of its management.

Analytics

In figures.

+ 0 mill
Registered consumers.
+ 0 .000
Registered clients.
+ 0 .000
Registered Stakeholders.
+ 0
Integrated touchpoints.
+ 0
Integrated agencies.
+ 0
Brand portfolio.

Tags

Digital
marketing

  • RT BIDDING
  • PROGRAMMATIC
  • SEO/SEM
  • SOCIAL MEDIA
  • INBOUND CONTENT MARKETING

Intelligent
platforms

  • UX/UI
  • CMS
  • CRO
  • MARKETPLACES
  • E-COMMERCE

User
lifecycle

  • IDENTITY AND ACTIVITY MANAGEMENT
  • PROFILING & INSIGHTS
  • LEAD SCORING
  • BI
  • REAL TIME TRACKING

Visuals

About the company

More about Coca-Cola Iberia.

The world’s leading consumer goods company.

The company manufactures, distributes and sells some of the world’s best-loved drinks and has more than 270,000 customers in Spain and 66,288 million consumers.

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