Buzzkill: Coca-Cola Finds No Sales Lift from Online Chatter

A Coca-Cola Co. study finds online buzz has no measurable impact on short-term sales, but online display ads work about as well as TV, said a company executive in a presentation at the Advertising Research Foundation’s Re:think 2013 conference in New York today. … When Coca-Cola put buzz sentiment data into the same analytical framework it uses to evaluate other digital media, Mr. Schmidt said, “We didn’t see any statistically significant relationship between our buzz and our short-term sales.” That was at a 95 percent confidence level

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