Rethinking Measurement

Written By Alex Andreyev

How I delivered performance lift for Coca-Cola and built a real-time analytics engine for CPG brands at scale.

I’ve spent my career pushing analytics beyond reporting — making it actionable, real-time, and tied to outcomes that matter. Whether leading integrated performance teams or building AI-powered insights platforms, I focus on turning data into advantage.

The Challenge

Most marketers don’t lack data — they lack clarity, context, and speed.

At Universal McCann, working on Coca-Cola’s full portfolio, the goal was to optimize performance across 20+ brands while balancing spend, creative, and audience diversity. Fragmented measurement tools, siloed teams, and unclear KPIs made that difficult.

Later, at Evidnt, I saw the same issue — but on the platform side. Brands needed real-time insight into how their media was affecting sales, competitive position, and category dynamics — but legacy MMM models were slow, opaque, and disconnected from execution.

The Work: Coca-Cola (UM / IPG)

As head of the performance marketing team for Coca-Cola at UM, I led the charge to evolve how we measured and optimized campaigns across the portfolio.

Key results:

  • Delivered an 8% lift in media efficiency through holistic portfolio-level campaigns

  • Introduced incrementality modeling to isolate true performance gains across spend levels

  • Drove campaign planning based on audience data and behavioral signals, not just historical budgets

  • Integrated analytics into the media process — from pre-launch planning to in-flight optimization

This approach led to millions in incremental value — and laid the groundwork for how other IPG clients approached performance at scale.

The Build: Evidnt’s Real-Time Analytics Platform

At Evidnt, I built a platform to do what traditional measurement tools couldn’t — deliver real-time, AI-powered insights for marketers based on actual retail sales data.

Highlights:

  • Designed a targeting and measurement engine that ingested store-level sales, loyalty data, and media delivery

  • Developed an AI-based insight layer that allowed brand managers to ask natural language questions and receive clear, data-backed answers

  • Enabled real-time lift analysis, audience over-indexing reports, category trend alerts, and competitive benchmarking

  • Integrated with Meta, The Trade Desk, and Google to close the loop between insight and action

The result: brands could make decisions mid-flight, not weeks later — and media performance improved accordingly.

The Impact

  • 8% lift in media ROI for Coca-Cola through smarter targeting and measurement

  • Millions in portfolio-level savings and optimizations

  • Real-time analytics platform used by both F500 and emerging brands

  • Enabled AI-powered decision-making across category, region, and media delivery

  • Helped bridge the gap between marketing strategy and real-world sales performance

Why It Matters

Measurement only matters if it leads to action.

Whether building dashboards for analysts or AI tools for brand managers, I’ve focused on creating systems that:

  • Make insight accessible

  • Turn data into decisions

  • Deliver measurable lift

Because in the end, performance isn’t about the report — it’s about what you do with it.

Alex Andreyev
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Consulting & Enablement