Pushing the boundaries of marketing ROI at Coca-Cola

Client: Coca-Cola Inc.

Authors/Consultant: Foresight Associates

Case summary: Marketers behind major brands look into consumer data to spot trends and craft possible futures. Their vision and strategy relies on a balance of art and science, based on raw marketing talent and supported by extensive data on consumer behavior.

Virtually all available brand tracking data is […]

Strategies to Improve Freight Railroad Performance

Client: a major freight railway company (CSX Transportation)

Authors/Consultants: Homer JB, Keane TE, Lukiantseva NO, Bell DW

An SD model was developed to assist the company in strategic planning. Freight railroads in the US in the late 1990s had chronic problems with on-time service performance, which, in turn, generate costs and tie up capacity. When […]