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Data Mning

In: English and Literature

Submitted By vladevil5
Words 2706
Pages 11
As the world’s largest non-alcoholic beverage company, Coca-Cola generates petabytes of data from various sources. Multi-channel retail data, customer profile data from loyalty programs, social media data, supply chain data, competitor data, sales and shipment data from bottling partners as well as transaction and merchandising data. Coca-cola collects vast amounts of data and they take a refreshing approach in exploiting that data and deriving value from it.
Chief Big Data Insights Officer, Esat Sezer, explains that Coca-Cola takes a strategic approach instead of a tactical approach with big data. They use the vast amount of available data sets to change the way they approach IT. They have embraced big data technologies and as such were able to create a shared services centre for their financial transactional activities as well as an employee service centre for HR activities. They moved from a decentralized approach to a centralized approach, where the data is combined centrally and available via the shared platforms across the organization.
In addition, Coca-Cola has almost 70 million Facebook followers and big data enables Coca-Cola to connect to these followers better and be able to grow the brand advocacy. Coca-Cola also leverages Point of Sales data from companies like Walmart (Walmart alone is responsible for $ 4 billion in Coca-Cola sales annually) to build customer profiles, create centralized iPad reporting across the company and enable Collaborative Planning, Forecasting and Replenishment process within their supply chain using all data at hand.
One of the most refreshing approaches on big data is that Coca-Cola uses it to produce orange juice that has a consistent taste year-round, although the oranges used have a peak-growing season of just three months. They have developed an algorithm, called the Black Book model, that combines various data sets...

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