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.
Registered consumers.
+
0
mill
Registered clients.
+
0
.000
Registered Stakeholders.
+
0
.000
Integrated touchpoints.
+
0
Integrated agencies.
+
0
Brand portfolio.
+
0
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.
Contact
If you are interested in this success story and would like to suggest a new project,
get in touch.
