{"id":124177,"date":"2026-04-25T05:47:13","date_gmt":"2026-04-25T05:47:13","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/04\/25\/coca-cola-has-a-formula-it-thinks-can-improve-every-cmos-media-effectiveness\/"},"modified":"2026-04-25T05:48:14","modified_gmt":"2026-04-25T05:48:14","slug":"coca-cola-has-a-formula-it-thinks-can-improve-every-cmos-media-effectiveness","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/04\/25\/coca-cola-has-a-formula-it-thinks-can-improve-every-cmos-media-effectiveness\/","title":{"rendered":"Coca-Cola has a formula it thinks can improve every CMO\u2019s media effectiveness"},"content":{"rendered":"

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After seven years of improvement, the drinks large has created a \u201csingle forex\u201d that permits its entrepreneurs to check the effectiveness of any media touchpoint. Now, in a shock transfer, it\u2019s opening it as much as different CMOs.<\/strong><\/p>\n

Again in 2019, Coca-Cola\u2019s high entrepreneurs have been grappling with a elementary query: can the effectiveness of a TikTok video actually be judged in opposition to the identical commonplace as a TV advert?<\/p>\n

\u201cOnce we began the mission, everyone mentioned it was inconceivable, unattainable,\u201d remembers Javier Sanchez Lamelas when The Drum catches up with him at WFA Global Marketer Week<\/a> in Stockholm. \u201cThere was no approach to discover a single forex that explains how completely different touchpoints relate to one another and contribute to model constructing.\u201d<\/p>\n

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Sanchez Lamelas, Coca-Cola\u2019s former European advertising and marketing lead, left the enterprise in 2016 to discovered consultancy High Line Advertising and marketing. Coke then tapped him to assist resolve this problem.<\/p>\n

Model-building effectiveness might broadly be understood as a operate of two issues: the standard of the artistic and what number of occasions folks see it. However making use of that logic throughout the complete spectrum proved extra complicated.<\/p>\n

How do you measure the worth of a chunk of packaging, an in-store show or signage in a bar, the touchpoints that sit outdoors conventional media shopping for fashions and are sometimes undervalued or ignored altogether?<\/p>\n

To handle this, the group developed a framework to assign a constant \u2018high quality\u2019 rating to any touchpoint. Standards included components resembling sensory richness, period, intrusiveness and proximity to the purpose of sale.<\/p>\n

A panel of 250 folks, together with inside entrepreneurs and exterior specialists from academia and consulting, then evaluated 72 completely different touchpoints in opposition to these standards.<\/p>\n

These inputs have been mixed with Coca-Cola\u2019s analysis into how customers understand media high quality. The mannequin was additional stress-tested utilizing synthetic intelligence, together with artificial personas representing completely different world audiences.<\/p>\n

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Wish to go deeper? Ask The Drum<\/h4>\n


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Lastly, the group utilized causality evaluation to hyperlink media high quality (the impartial variable) with gross sales outcomes (the dependent variable). \u201cThe outcomes matched,\u201d says Sanchez Lamelas.<\/p>\n

On the finish of the method, Coca-Cola had constructed a system that assigns a single \u201cforex\u201d to each touchpoint the place its model seems, whether or not on-line or offline.<\/p>\n

\u201cRight here\u2019s a great analogy. Think about that you just\u2019re within the nineteenth century and you haven’t any thought calculate the dietary worth of meals: the proteins, the fats or the carbohydrates {that a} piece of meals has,\u201d says Sanchez Lamelas. \u201cThat\u2019s what we\u2019ve finished. We’ve got found how a lot dietary worth is inside every media because it pertains to model constructing.\u201d<\/p>\n

It has been formally branded as a Common Media Measurement (UMM) instrument, presently utilized by Coca-Cola entrepreneurs in additional than 20 nations. In sensible phrases, the instrument permits entrepreneurs to check media selections, mannequin completely different planning situations and allocate budgets extra effectively, maximizing influence whereas minimizing price.<\/p>\n

\u201cIt\u2019s a pair of goggles that permits you to see by to essentially the most cost-effective media autos,\u201d says Sanchez Lamelas.<\/p>\n

Taking UMM to the lots<\/strong><\/h2>\n

Maybe the larger shock will not be the instrument itself, however Coca-Cola\u2019s resolution to share it. On the WFA occasion, Sanchez Lamelas appeared alongside Coca-Cola\u2019s world senior director of built-in media measurement, Jodie Bailey-Norris, to current UMM to an viewers of lots of of CMOs.<\/p>\n

The corporate\u2019s rationale is twofold. First, broader adoption will enhance the mannequin by incorporating extra information, touchpoints and views. Second, it will increase the chance that UMM will turn into an trade commonplace.<\/p>\n

\u201cI feel Coca-Cola is betting on the truth that the usual that we\u2019ve co-created has adequate particular weight to turn into a great trade commonplace,\u201d says Sanchez Lamelas.<\/p>\n

He stresses that every firm\u2019s information stays safe and inaccessible to others, together with Coca-Cola. For entrepreneurs, past enhancing planning effectivity, UMM might reshape the connection between manufacturers and their media businesses.<\/p>\n

As a substitute of handing over a price range and ready to see what comes again, entrepreneurs can take a extra directive function, prioritizing channels based mostly on their measured yield and guiding businesses accordingly.<\/p>\n

\u201cWhat it does is assist direct media businesses higher,\u201d says Sanchez Lamelas. \u201cYou may say, \u2018Concentrate on these channels, they ship higher outcomes based mostly on the mannequin.\u2019 It turns into a way more accountable course of.\u201d<\/p>\n<\/div>\n