This year, Advertising Age named Coca-Cola as one of the top five Marketers of the Year. Its not the first time Coca-Cola has been given this honor, but what does it take to be a smart marketer? It shouldn’t surprise you that Coca-Cola measures everything they do, including their product that is dispensed out of soda machines.
Have you seen the new Coca-Cola Freestyle? If not, you have to check it out! The new soda machines are touch screen, with over 100 products to choose from to mix and match. Soda pop fanatics are able to customize their own flavors, with the ability to add any amount of each flavor to their cup. That’s a LOT of combinations, and if one could wrangle it, a LOT of rich data about consumer taste preferences. But wait a second, Coca-Cola DOES measure it. There is a computer chip in each Freestlye fountain that sends usage data back to Coca-Cola headquarters. Data gives them information about combinations chosen, flavors chosen most frequently, time of day flavors were chosen, and days of the week.
Think of these flavors as your media placements. To be a successful marketer, you need to know which combination of flavors works best! It is also useful to know time of day and day of the week each was chosen to optimize the flavors you choose next time. Century Interactive does this for you by tracking and recording your calls from all of your media and your websites.
Like Coca-Cola’s system, our system can send automatic “data usage” back to the “headquarters” of your company—straight to your inbox, API, or CRM. Use this data to add “flavors” or remove ones that are costing you money with no one using them. Coca-Cola uses their machines for aggregate data, something that we provide to all of our call tracking clients. However, our clients are also able to look at data at an extremely detailed level, down to each individual call. You can actually listen to each call, gleaning the most information possible on each lead and receive missed call alerts so that you can return the call and never miss a lead.
You may not be the number one soft drink company in the world, but you too can be a smart marketer by measuring everything about your call leads with the help of Century Interactive. Remember, information is the key: the more you have, the more you can fine tune, tweak, and most importantly, SELL.
Click to see AdAge’s article on Coca-Cola
Tags: call tracking, data, information, marketer, marketing, measure, measuring, usage data, website tracking