Experiential Marketing Measurement: How Coca-Cola Pre-tests, Measures and Optimizes Impact

Gabe Gales, Director of Global Media & Communications Effectiveness at The Coca-Cola Company, joined Dara St. Louis, EVP & Founding Partner at Reach3 Insights, to discuss how Coke uses the Brand Experience Predictor to pre-test, measure and optimize experiential marketing initiatives. This presentation was delivered live at the ARF's 2025 Audience x Science conference in New York.