4: 21st Century Research: How Coca-Cola moved to real-time campaign tracking
That Coca-Cola drink certainly is quenching consumer thirst in the moment. Just like consumers enjoy their drinks now, marketers at Coca-Cola understand consumer feedback in real-time as well. Welcome to the 21st Century.
On Episode 4 of “Research Revolutionaries,” James (JT) Turner is joined by Greg Pharo, senior global director, holistic communications and marketing effectiveness at The Coca-Cola Company. They dive into how the team has moved into the 21st century and unlocks marketing effectiveness through real-time campaign tracking.
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Greg Pharo
Sr Director
Greg Pharo: Global Senior Director, Communications & Marketing Effectiveness
The Coca-Cola Company
Greg Pharo is global senior director of communications & marketing effectiveness for The Coca-Cola Company. He heads worldwide communications, advertising & media diagnostics and data services for the world's leading beverage company, helping Coke maximize its return on marketing investment. His responsibilities include media analytics and optimization, advertising and messaging research, and holistic communications best practices. He also co-chairs the Measurement and Accountability Committee for the ANA-Association of National Advertisers.
He’s a recognized expert in advertising insights, forecasting, earned media analytics, ad copy assessment and marketing ROI. Greg has pioneered advances in the marketing analytics field with new-to-the-world mix modeling and multitouch attribution techniques for measuring media’ impact on sales and brand perception. He also invented market mix modeling techniques to measure mass advertising’s ability to reduce customer churn. Most recently Greg co-developed artificial intelligence techniques for predicting ad performance prior to airing.
Greg is a graduate of Emory University where he received both bachelors and MBA degrees. Prior to joining Coca-Cola he worked in marketing and finance at AT&T, Siemens, Georgia-Pacific and Kodak.
