Coke Opens Data-Driven Happiness, Builds Out Marketing Decision Engine (AdExchanger)

While Coke’s mass media efforts primarily focused on recruiting new drinkers to the Coca-Cola family of beverages, it is strategizing how to combine demographic, psychographic and contextual data to incrementally suggest brands to existing customers – for instance, by recommending Dasani sparkling water to a current buyer of Glaceau Vitaminwater. The goal is ultimately to dish up individualized discounts, tailor experiences by device and integrate the brand at the center of customers’ lives…