- Analytics Insights & Strategy
- Dashboards & BI
- Marketing Operations
The Encima Group has significant experience in helping clients be successful. Please explore the following case studies to get a better sense of the type of real world experience we have in achieving results:
Optimization Recommendation Drives Increase in Downloads
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- Brand was paying for downloadable content for a case study on website, but downloads of the case study were considerably below expectations.
- Resolution Approach
- In order to increase awareness of the case study, a splash page was created highlighting the study results on the site and inviting users to download the study.
- Findings
- Splash page implementation did not have any negative effect on site interaction (time on site, page views, etc.)
- Success
- Implementation of the splash page increased the number of downloads of the study, over a 500% increase in downloads of the case study over a 3 month period.
Measuring Mobile Activity Provides Insights & Benchmarks
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- A multi-billion dollar brand wanted to expand its consumer audience reach through mobile. Client had never launched, let alone measured, the efficacy of a mobile site. Help was needed developing a plan to launch and measure a campaign targeted to smart phone users.
- Resolution Approach
- Developed measurement plan that included exploration and identification of data sources and tools from both internal and external partners to effectively evaluate mobile performance. Website analytics tool Google Analytics was selected due to speed of implementation and low cost. This was to be combined with readily available media agency data. Evaluation was limited to high end devices (smart phones).
- Findings
- This efficient and time saving approach provided a sufficiently robust level of data to effectively execute on measurement plan.
- Success
- Brand had sufficient visibility into performance of mobile campaign in order to optimize successfully such that 10% of all site traffic originated from mobile devices
Targeting Analysis Reduced Cost & Increased Response Rate
- Who
- Top 10 Pharmaceutical company
- Circumstance
- Outbound prescription refill reminder call campaign was not generating sufficient additional sales to justify the expense
- Resolution Approach
- Analysis of the program and segments to measure sales impact and call patterns utilizing customer loyalty data
- Findings
- Calls were effective only if completed less than 2 months after a lapse in prescription refill was identified.
- Persons with more than 2 refill lapses were not likely to refill even with an outbound follow-up call
- Success
- Call campaign was modified to focus outbound calls only on segments likely to refill. This resulted in reduced call volume and enhanced ability to reach customers quickly after a prescription lapse. The targeted segment refinement led to increased response rate and cost savings.
Process Improvements Enabled Complex Reporting & Analytics
- Who
- Leading CRM vendor and rapidly growing specialty biopharmaceutical company
- Circumstance
- CRM reporting and analysis was seriously hindered due to challenges in extracting meaningful data from CRM database
- There was a lack of meta data and processes in place to support reporting and analysis
- Resolution Approach
- Established processes, infrastructure and provision of meta data
- Worked with CRM vendor on database modifications to enable capture and aggregation of key data for analysis
- Implemented a cross-partner process to ensure the collection of consistent meta data for reporting
- A variety of reports, cross-checks and queries are performed by analysts to ensure compliance
- Taxonomy of media sources, channels, creative, segment categories, etc.
- Findings
- New processes created foundation for more complex and automated reporting & analysis
- Success
- Reporting was streamlined, with the ability to deliver results faster
- Deeper insights were provided through more complex reporting capabilities
Media Optimization Better Identified Qualified Leads
- Who
- Leading immunoscience brand with aggressive lead acquisition strategy
- Circumstance
- While CPA was driving 80% of the leads for this brand, the convert-to-drug rate was well below expectations. The brand wanted to understand if they were reaching the right leads or just adding unqualified leads to their RM program.
- Resolution Approach
- Analyzed CPA leads across client brands
- External cross-industry research – comScore/Starcom
- Findings
- Although most of the leads were coming from CPA, many were not qualified leads-
- High level of redundant leads across brands
- Leads were highly engaged until registration, but then rapidly exited
- Leads skewed outside the target audience (based on age and income)
- Pre/Post visit research indicated that leads did not consume condition relevant content
- Success
- Recommended and implemented of a process to identify and “scrub” invalid Implemented usage of vendor-hosted CPA partners only, as performance varied by CPA vendor type
- Reduction in RM program costs by contacting only more qualified leads
- More accurate and insightful reporting and analysis – by marketing to less more qualified leads
Deep Analysis Leads to New Communications Platform
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- A new sales communication platform was being considered to enhance external and internal customer communication. The company wanted to pilot the platform and measure success.
- Resolution Approach
- Determined definition of success and translated into KPIs and metrics for analysis and reporting
- Created measurement plan and Identified Go/No Go metrics
- Designed dashboards and reports and performed monthly analysis
- Conducted sales surveys
- Findings
- Analysis revealed increasing breadth and depth of platform usage by sales reps
- The increased usage was confirmed by sales surveys showing ease of use and increased productivity
- Success
- At the end of the pilot, the platform was rolled out to national sales force for one brand and a plan developed to roll out to all brands
Interactive Dashboard Drive Improvements & Reporting
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- No reporting was available to track internal global usage of marketing collateral
- Resolution Approach
- Build an online, interactive, easy to digest dashboard. This involved collecting , QA, integrating and standardizing unstructured and inconsistent data.
- Findings
- No processes existing to encourage or enforce consistency in data entry. Processes were put in place to enable that.
- Success
- Enabled ability to quickly pull a variety of tailored reports
- Management discussions now revolve around a coherent, unified and visual view of system usage
- Management now understands the global usage of key corporate marketing assets
- Created efficiencies by having data standardization processes in place
- Enabled ability to analyze their own performance and prove value of the Globe to internal management and brands
Dashboard Provides Data-Driven Decision Support
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- After spending considerable resources on community outreach, brand management was still unsure how they were performing against key goals.
- Resolution Approach
- Built an online interactive, easy to digest dashboard integrating spend, survey, and audience data to provide a clear picture of national program performance against goals.
- Findings
- KPIs (key performance indicators) had not been established, and a plan to establish goals and benchmarks was necessary.
- Managerial awareness and socialization of the dashboard needed to be raised in order to be successful.
- Success
- Dashboard enable data –driven management decisions
- Dashboard provided for meaningful comparative assessments across managers.
Tool Selection Improves Web Analytics Capabilities
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- A variety of site analytics tools implemented across 40+ brand and corporate websites
- No consistency of implementation
- Limited integration with external data for robust analysis
- Resolution Approach
- Evaluation of the leading site analytics tools (NetInsight, Omniture, Coremetrics, Webtrends, GA) on the following criteria :
- Features & Flexibility
- Ease of use
- Data Integration
- Support
- Cost
- Recommended, implemented and configured the Unica NetInsight (IBM Coremetrics) tool to centralize site analytics data, facilitates common approach to web analytics and built upon a true relational database foundation that allows for easy integration of external data
- Findings
- Consistent data and analytics tool across all brands increased efficiency
- Success
- Improved analytic capabilities and speed of report delivery
Vendor Selection Process Enabled Optimal Customer Service
- Who
- Mid-sized pet health care manufacturer
- Circumstance
- Manufacture of pet healthcare products required direct-to-consumer 3rd party call center capabilities as a result of increased consumer call volume resulting from their marketing efforts. Client needed telemarketing expertise and vendor management to evaluate and recommend a call center facility that will be able to meet expected call demand and customer service and fulfillment needs.
- Resolution Approach
- Vendor selection evaluation criteria and methodology for call center selection was established
- Scorecard metrics were established
- Interviewing and evaluation of call centers was performed
- Based on established criteria and metrics, a recommendation for 3rd party call center capabilities was presented to the client
- Findings
- A 3rd party call center to meet the client’s needs within budget was identified
- Success
- Client had 3rd party call center capabilities to meet marketing needs and achieved optimal client service as part of their marketing goals
Enhanced Ability to Manage Field Force Communications
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- Development and provision of field force communications collateral were not handled in a streamlined, coordinated or integrated fashion. This limited the brand’s ability to manage a consistent creative strategy across marketing communications.
- Resolution
- Created a system to integrate relevant data and business rules, as well as track and manage all field force communications to ensure message consistency.
- Findings
- Due to the chaotic nature of the existing process, effective analysis and evaluation of communication streams were significantly hampered.
- Success
- Use of the new system resulted in shorter development times for communications, higher quality control and enhanced ability to track collateral and messaging.
- This new system has served as the template for all future rep-centered communication systems.
Improved Direct & e-Mail Integration Work Quality
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- Client wanted to improve coordination of email and direct mail communications and provide a streamlined process
- Resolution Approach
- Developed a process and interface that took into account inputs and creative process for electronic and direct mail communications
- Created a workflow for all outbound communications that tracked status, approval, data processing and delivery
- Success
- Processes resulted in better coordination and quality across all communication channels and resulted in single integrated communication channel
- Labor costs to produce files and outputs decreased significantly
Enhanced Coordination of Cross-brand Target Communication
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- Overlapping campaigns across multiple brands created over-communicating to the same target audience
- Resolution Approach
- Created a system that captured all communications across all target audiences
- Worked with client brand teams to establish a prioritization plan and business rules for contact management and communications
- Findings
- System resulted in improved management of communications and ability to market to customers based on prioritized business rules
- Success
- The system was implemented and utilized across the entire organization
- Over-communication to the same audience was reduced leading to cost savings and a better user experienced
Vendor Pricing Model Supports Efficiency & Improved Delivery
- Who
- Top 20 Biopharmaceutical company
- Circumstance
- Company has an internal center of excellence to manage all marketing operations and analytics servicing more than 15 brands at any given time
- Many vendor partners covering all facets of marketing operations
- Inconsistent pricing model across vendors made it difficult to plan and budget effectively
- Resolution Approach
- Evaluated services needed by brands
- Created a recommendation for a tiered pricing approach based on services needed
- Pricing model is based on a pay by service, not hourly rate
- Findings
- Pricing model allows for more flexibility and is easily used for planning for all brands regardless of the type or size of the marketing campaigns
- Success
- Vendors are held more accountable to efficient delivery
- Planning for a variety of different size campaigns and channels improved and company was able to utilize resources more effectively