In an era where customers are bombarded with thousands of advertising messages every day, brands that personalize the experience win. Understanding your customers is no longer an advantage, but a matter of survival.

This is why Coca-Cola – the world's leading beverage brand – 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 not only improved advertising effectiveness but also redefined how businesses connect with consumers in the digital age.

Context: 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 over 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 product, but also for its ability to build a brand through creative marketing and a global communication strategy. Each year, the corporation spends billions of dollars on advertising and marketing, with a single goal: to maintain its position as the "brand that brings happiness" in the minds of consumers.

However, given its enormous global scale, Coca-Cola faces a new challenge in the digital age: How to gain in-depth understanding and personalized communication with each customer within a vast sea of data?

See also: How to Generate Leads and Provide Customer Service on Zalo Official Accounts Most Effectively

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

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

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

The CDS 2.0 system allows Coca-Cola to:

• Centralize customer data from sales channels, mobile apps, promotional campaigns, and social media.
• Creating a single customer view helps to understand who is interacting, what they like, and their purchasing behavior.
• Connecting online and offline data to build a seamless customer journey.
• Personalize your marketing campaigns based on real-world behavioral data, processed with AWS AI and machine learning.

CDS 2.0 became Coca-Cola's "central brain," enabling the marketing team to deploy campaigns faster, more accurately, and more consistently globally.

Coca-Cola's journey to the AWS Cloud

Results: From data to personalized experiences on a global scale.

Thanks to consolidated data and in-depth analysis, Coca-Cola has made significant strides in how it implements its marketing strategy.

For example, in a regional campaign in the Asia-Pacific region, Coca-Cola can customize video advertising content according to each country and local consumer preferences, while in the US, promotional campaigns are personalized to the shopping habits of different customer groups.

Thanks to its intelligent data system, Coca-Cola has:

• Accelerate marketing decision-making because all data is centralized and displayed in real time.
• Communication effectiveness is improved when the message is delivered to the right people at the right time.
• Reduced operating costs and decreased duplication between departments and markets.

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

Lessons for small and medium-sized enterprises (SMEs)

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

Regardless of size, small and medium-sized enterprises (SMEs) can learn from how Coca-Cola uses data to gain a deeper understanding of their customers and communicate more effectively.

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

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

• Understand customer behavior, purchase history, and source of supply.
• Implement customer care and sales campaigns based on real data.
• Make quick decisions based on analysis rather than emotion.

GTG CRM - A powerful yet more cost-effective marketing solution.

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

GTG CRM helps you:

• Create AI-powered landing pages and forms to collect customer data directly from ads.
• Centralized CRM management automatically stores all customer information from various channels.
• Sending professional emails: Based on the customer information you collect, you can categorize and plan personalized customer care for each group with tailored emails.
• Use AI Assistant to analyze data and suggest suitable marketing and sales strategies.
• Set up an automation workflow to automatically nurture and care for customers via email.

With GTG CRM, SMEs can embark on a data-driven marketing journey like Coca-Cola, but with optimized costs and a more suitable scale.

Conclude

Coca-Cola and AWS have proven that when data is consolidated, marketing becomes more accurate, faster, and more emotionally engaging. This isn't just the story of a global corporation, but a practical lesson for any business wanting to thrive in the digital age. With GTG CRM, small businesses can absolutely turn their data into power – building intelligent marketing systems, automating customer care, and making data-driven decisions, not just gut feelings.