Internalizing MarTech & Building the Foundations for Growth PDF Free Download
1 / 13/13
100%
Internalizing MarTech &
Building the Foundations
for Growth
Harish Kundargi
Head of MarTech and Digital IT
ASEAN/APAC
Classified - Confidential
1. State of MarTech and Investments
2. Consumer Landscape and How We are Tackling It
3. Why taking a Internal View of MarTech is Important
4. How are we handling MarTech at Coke
5. Looking at How MarTech can add True Value
December 2, 2019
Classified - Confidential
The State of MarTech in 2019
3%
Source: Chiefmartec.com
Classified - Confidential
The State of MarTech Investments
Source: Chiefmartec.com
$121.5 Billion
Estimated Market Size
Classified - Confidential
The State of Consumer Landscape
Classified - Confidential
Internalizing MarTech Applications
Overall Customer Experience
•LTV
•Attribution
•Forecasting
•Other Internal KPIs
Cost Intensive
•Ad Data Pipelines
Classified - Confidential
Some Challenges – 1st Party, Advertising
• While not a significant amount
of granular data can come out
We can usually push a decent
amount of consumer data in to
target those or similar looking
audiences
•Agency Led, limited 1st Party
Data
Classified - Confidential
Internalizing MarTech Applications
Marketing Analytics –
Boundaryless Data
Consumer
Data
Campaign and Data
Orchestration
Derive Correlations
Advanced
Segmentation Connected Flows
Seamless Data
Push Predictive Modelling
Profile Stitching Integrations
Real Time Analytics
CENTRALIZED
REPORTING
PLATFORM
Classified - Confidential
Internalizing MarTech Applications
15-30% increase in Marketing
Cost efficiency
Shared Learnings to focus
on MTMM
8-10 Months
6-8 Resources
Classified - Confidential
Programmatic vs FB & Google
Sources: Pathmatics and Nielsen (Australia), Standard Perpetual (China), Dentsu Aegis Network (India), Magna Global (Japan, ASEAN), Platum (Korea), PwC Analysis; eMarketer
Programmatic ad spending as % of digital ad spend, 2016-2020
PhilippinesSingaporeThailandVietnamJapanMalaysiaAustralia China Indonesia India South Korea
LOW
GROWTH
HIGH
GROWTH
MEDIUM
GROWTH
Classified - Confidential
Coca-Cola Shazam Example
Classified - Confidential
Path Towards Automated ROI
PG
Financial
Metrics
Incidence, New
User Aquisition
Commercial Execution
Marketing Initiatives & Pillar
Programs
Marketing Levers
In-Store Execution
Working Marketing Spend, Impact on other metrics
Strategic Marketing
Initiatives
Brand Health, Incidence
Profit Growth
Marketing Creatives – All
Channels
Attention Relevance Purchase Intent Purchase Act
12
Classified - Confidential
Thank you
Harish Kundargi
Head of MarTech – ASEAN/APAC
hkundargi@coca-cola.com
Linkedin - linkedin.com/in/harishkundargi
