A Study on the Impact of Cross-Departmental Data Collaboration on Marketing Campaign Efficiency in Fast-Moving Consumer Goods E-commerce: The Case of PepsiCo (China)’s 7UP and Mirinda Project

Abstract

In the digital ecosystem where platform algorithms embed real-time inventory, pricing, and creative performance directly into traffic allocation formulas, systematic micro-level evidence remains scarce on how FMCG brands can break through marketing efficiency bottlenecks via internal cross-departmental data collaboration. This study employs an embedded single-case research design, analyzing PepsiCo (China)’s 2024 “Summer Spark” e-commerce project for 7UP and Mirinda. Through a mixed-methods approach integrating 1,536 hours of high-frequency panel data with 12 semi-structured interviews, we systematically examine the transmission mechanism of “data collaboration → decision efficiency → marketing performance.” Findings reveal that each one-standard-deviation increase in cross-departmental data collaboration intensity reduces decision-making time by an average of 29%, subsequently driving ROI up by 0.42 standard deviations and decreasing inventory turnover days by 1.8 days, with decision efficiency mediating 55%-62% of this effect. The “E-commerce War Room” SOP developed through this case practice has been successfully replicated within the enterprise, yielding significant financial returns and green benefits. This study embeds decision efficiency within the information processing theory framework and develops a four-dimensional scale for collaboration intensity tailored to FMCG e-commerce contexts, offering both theoretical grounding and a replicable practical template for cross-departmental collaboration in the algorithm-driven era.