Presentations

Putting Analytics into Action: Using Cupcakes to Improve Business Outcomes

Martyn Crook, Vice President Global Knowledge and Insights, The Coca-Cola Company

The best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action. That is challenging in any organization but trickier still in a highly matrixed global organization. Martyn Crook will talk about the new approach he is taking to improve business outcomes through the planning and execution lifecycle by combining new forms of marketing analytics and behavioral approaches to create cupcakes that are enticing and easy for the businesses to consume.

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