In an era where customers are bombarded with thousands of advertising messages every day, the brand that personalizes the experience wins. Understanding the customer is no longer an advantage, but a condition for survival.

This is why Coca-Cola - the world's leading soft drink brand - has partnered with Amazon Web Services (AWS) to build a centralized data system, allowing them to personalize global marketing campaigns based on real user data. The result? Coca-Cola is not only improving advertising effectiveness but also redefining how businesses connect with consumers in the digital age.

Background: When data becomes the “fuel” of modern marketing

Founded in 1886, The Coca-Cola Company is one of the world’s largest beverage corporations, owning more than 200 brands in more than 200 countries, including Coca-Cola, Fanta, Sprite, Dasani, Minute Maid and many other local brands.

Coca-Cola is famous not only for its products, but also for its ability to build its brand through innovative marketing and global communication strategies. Every year, the corporation spends billions of dollars on advertising and marketing, with a single goal: to maintain its position as a “brand that brings happiness” in the minds of consumers.

However, with its huge global scale, Coca-Cola faces a new challenge in the digital age: How to deeply understand and communicate with each customer in a sea of huge data?

See more: How to Attract Leads and Take Care of Customers On Zalo Official Account Most Effective

Solution: Coca Cola + AWS and the unified data system CDS 2.0

To solve that problem, Coca-Cola has cooperated with AWS to build a global consumer data system called Consumer Data Service (CDS 2.0).

This is a cloud data infrastructure platform, capable of collecting, processing and analyzing billions of data points of customers from hundreds of different markets and sub-brands.

The CDS 2.0 system allows Coca-Cola to:

• Focus Integrate customer data from sales channels, mobile apps, promotional campaigns, and social media.
• Create a single customer profile (Single Customer View) to understand who is interacting, what they like, and how they purchase.
• Connect online and offline data to build a seamless customer journey.
• Personalize marketing campaigns based on real behavioral data, processed by AI and machine learning from AWS.

CDS 2.0 becomes Coca-Cola's "central brain", helping the marketing team deploy campaigns faster, more accurately, and synchronized across demand.

Results: From data to personalized experiences at global scale

Thanks to consolidated data and deep analytics, Coca-Cola has made a huge leap forward in the way they deploy marketing.

For example, in an Asia-Pacific campaign - In the Pacific, Coca-Cola can customize video advertising content by country and local consumer preferences, while in the US, promotional campaigns are personalized to each customer group's shopping habits.

Thanks to the smart data system, Coca-Cola has:

• Speeded up marketing decision-making, because all data is centralized and displayed in real time
• Improved communication effectiveness, when the message is sent to the right person, at the right time
• Saving operating costs, Reducing duplication between departments and markets

According to the report from AWS, this system helps Coca-Cola significantly shorten campaign deployment time, while delivering a unified and personalized brand experience to millions of consumers.

Lessons for Small and Medium Enterprises (SMEs)

The story of Coca-Cola brings a clear message: Data is the foundation of all successful marketing activities.

No matter the size, SMEs can absolutely learn from how Coca-Cola uses data to understand customers more deeply and communicate more effectively.

Most SMEs today still operate in a fragmented manner: customer data is scattered across Facebook, Zalo, email and Excel files. That makes measurement, care and personalization difficult.

Like Coca-Cola before them, they needed a unified system to:

• Understand customer behavior, purchase history, and source of origin
• Deploy care and sales campaigns based on real data
• Make quick decisions, based on analysis instead of emotions

GTG CRM - A powerful yet more affordable marketing solution

Inspired by pioneering corporations like Coca-Cola, GTG CRM is designed to help small businesses build a unified data and marketing system in just one platform.

GTG CRM helps you:

• Create Landing Pages & Form AI to collect customer data directly from advertising
• Centralized CRM management, automatically store all customer information from many different channels
• Send professional emails: Based on the collected customer information, you can completely classify and plan care for each customer group with personalized emails
• Use AI Assistant to analyze data, suggest appropriate marketing - sales strategies
• Set up Automation Workflow, automatically nurture and care for customers with emails

With GTG CRM, SMEs can start the journey “data-driven marketing” like Coca-Cola, but at a more cost-effective and appropriate scale.

Conclusion

Coca-Cola and AWS have proven: When data is unified, marketing becomes more precise, faster and emotional . This is not just the story of a global corporation, but a practical lesson for every business that wants to develop in the digital era. With GTG CRM, small businesses can completely turn their data into power - build smart marketing systems , automate customer care and make decisions based on data, not hunches.