In 2016, Coca-Cola updated its core loyalty marketing program to a mobile-first web platform. The program requires consumers to input 14-character proof-of-purchase codes for entry into promotions. Consumer engagement would have been badly impacted if users had been required to thumb-enter these codes into web forms on their mobile devices. To solve this problem, Coca-Cola built a custom Optical Character Recognition (OCR) capability using Convolutional Neural Networks and TensorFlow. This TensorFlow CNN is hosted online for web-based promotions and installed natively as a component of the Coca-Cola iPhone and Android apps. Patrick Brandt of Coca-Cola North America will share his design for Coca-Cola's mobile proof-of-purchase platform and discuss some of the challenges that his team overcame to deliver a fast, highly-accurate custom OCR using TensorFlow.
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