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From big data to right data: impact measurement & dashboarding

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- Why is ROI so important in crosschannel? And (why) is it difficult to measure? …

- Why is ROI so important in crosschannel? And (why) is it difficult to measure?
- What are pivotal KPIs & impact measurement frameworks?
- The Across Health approach
- Continuous monitoring through state-of-the art dashboarding (case study)

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http://bit.ly/1g2Pxws

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  • 1. Across Health Webinar From big data to right data Impact Measurement & Dashboarding View recorded webinar: http://bit.ly/1g2Pxws 6/03/2014 Webinar IM&D © Across Health 2013 1
  • 2. Webinar Big Data, Across Health Across Health: Focused Fusion Consulting 6/03/2014 2 Customer Innovation Strategy & Execution • 60+ strong consultancy • Focus on innovative customer-centric approaches (e-powering traditional channels – “fusion”) • Holistic approach: From strategy to implementation & success metrics/KPIs • Unique offering in the industry • Global footprint (offices in 9 strategic markets) Life Sciences Focus • Pharmaceuticals • Devices & Diagnostics • Consumer Health • Patient & Professional Associations Your presenters: Webinar IM&D © Across Health 2013
  • 3. Agenda 6/03/2014 Webinar IM&D © Across Health 2013 3 1. Why is ROI so important in cross-channel? And (why) is it difficult to measure? 2. What are pivotal KPIs & impact measurement frameworks? 3. The Across Health approach 4. Continuous monitoring through state-of-the art dashboarding
  • 4. 1. 6/03/2014 Webinar IM&D © Across Health 2013 4 Why is ROI so important in cross-channel? And why is it so difficult to measure?
  • 5. Webinar Big Data, Across Health There’s nothing new under the sun… John Wanamaker (1838 - 1922) Webinar IM&D © Across Health 20136/03/2014 Half the money I spend on advertising is wasted; the trouble is, I don't know which half." 5
  • 6. What’s the issue? 1. Media consumption is increasingly fragmented 2. The marketing accountability bar is rising 3. The data deluge is just beginning 6Webinar IM&D © Across Health 20136/03/2014
  • 7. Webinar Big Data, Across Health 0% 10% 20% 30% 40% 50% 60% We do not see the need for collecting or using customer data We leverage this data consistently We have already implemented some robust customer analytics frameworks We are not collecting useful customer data yet, but we should We have started doing some analysis on our multichannel customer data “Big” customer data collection and analysis is just getting started in pharma 6/03/2014 7 Source: Across Health Digital Barometer 2013 Webinar IM&D © Across Health 2013
  • 8. Webinar Big Data, Across Health 19% 15% 14% 14% 10% 7% 7% 6% 3% 1% 1% 1% Regulatory or legal issues ROI questions No clear eBusiness strategy Not enough internal knowledge in this area Healthcare compliance concerns No headcount to support this No budget No senior management support Customers are not ready No expert agencies with pharma background available Other (please specify) N/A …and ROI questions are the second most important bottleneck for digital adoption 6/03/2014 8 % of respondents indicating options as one of the top two main bottlenecks for digital in their organization. copyright © Across Health, 2013 Webinar IM&D © Across Health 2013
  • 9. Webinar Big Data, Across Health How can you expect an investment of 16% (marketing) or 2-5% (sales+marketing) – spread over several initiatives - to move the needle? If you oversee a marketing budget, which percentage of it is allocated to digital initiatives THIS YEAR? 6/03/2014 9 0% 4% 8% 12% 16% 20% 2010 2011 2012 2013 Average 5% Average 8% Average 14.8% Average 16% copyright © Across Health, 2013 Webinar IM&D © Across Health 2013
  • 10. Webinar Big Data, Across Health Defining an optimal channel mix is NOT easy How complex is it to define the optimal channel mix ? 6/03/2014 10 19% 52% 22% 7% 1% Very complicated Somewhat complicated Neither complicated nor simple Relatively simple Very simple 8% copyright © Across Health, 2013 Webinar IM&D © Across Health 2013
  • 11. Webinar Big Data, Across Health Channels do not have an ROI 116/03/2014 Webinar IM&D © Across Health 2013
  • 12. Webinar Big Data, Across Health There is no intrinsic channel ROI Webinar IM&D © Across Health 2013 Source:IMSHealth,Cegedim. Excellent Very good Good Source: IMS Health, Cegedim (increase in sales over control group after the first webcall) 6/03/2014 12
  • 13. Webinar Big Data, Across Health There is no intrinsic channel ROI 6/03/2014 13Webinar IM&D © Across Health 2013
  • 14. Webinar Big Data, Across Health Synergetic effect of channels 1 + 1 = > 2 6/03/2014 14Webinar IM&D © Across Health 2013
  • 15. Webinar Big Data, Across Health The rule of “the magnificent seven” • Cross industries, the golden rule is that you need 7 interactions to get to a buy • In pharma, 7 out of 7 used to be F2F… • How many are still needed today…and tomorrow? • For which stages in the buying process & which physicians is F2F still key? Webinar IM&D © Across Health 20136/03/2014 15
  • 16. 16 Broad- Cast Direct eMail F2F Web Portal Call Center Awareness Interest Desire Action There are no “monochannel” customers Only “cross-channel” customers 6/03/2014 Webinar IM&D © Across Health 2013
  • 17. Webinar Big Data, Across Health Blending online and offline will become a key competitive advantage • Offline and online will have to work together… the buying process is a cross-channel activity “Attributing a sale to the last touch point is like assuming that winning the relay race is solely due to the effort of the last runner.” Webinar IM&D © Across Health 20136/03/2014 17
  • 18. Webinar Big Data, Across Health ROI is just one of your KPIs 186/03/2014 Webinar IM&D © Across Health 2013
  • 19. Webinar Big Data, Across Health ROI Basics 6/03/2014 19Webinar IM&D © Across Health 2013
  • 20. Webinar Big Data, Across Health Measuring ROI: Some Prickly Issues  How to isolate the revenue impact of the specific marketing activity?  How to predict future impact if conditions change? (competitive pressure, execution quality, customer engagement, …)  Over which time period do you calculate the revenue impact?  How holistic a view of costs should you take? Clear set of direct costs – but what about indirect costs?  How do you assess the value of activities for which ROI cannot be measured (Meded, for instance)?  Is the project with the highest ROI is also the one you should undertake (ROI vs NPV)? 6/03/2014 20Webinar IM&D © Across Health 2013
  • 21. Webinar Big Data, Across Health What is the ROI of a (smart)phone? And of NOT having one…in the New Normal? 21Webinar IM&D © Across Health 20136/03/2014
  • 22. 2. 6/03/2014 Webinar IM&D © Across Health 2013 22 What are pivotal KPIs & impact measurement frameworks?
  • 23. Webinar Big Data, Across Health A holistic approach of measurement ROI = f (REACH, ENGAGEMENT, CONVERSION, ADVOCACY, COST) ROI = f (NEOCORTEX + LIMBIC) 236/03/2014 Webinar IM&D © Across Health 2013
  • 24. Webinar Big Data, Across Health Putting it into perspective…the FMCG approach 6/03/2014 24 Direct (channel-related) effects Indirect (brand-related) effects Communication effects ENGAGEMENT CONVERSION Behavioral effects EXPOSURE & ADVOCACY ROI (COST & RETURN) quantitativequalitative Webinar IM&D © Across Health 2013
  • 25. Webinar Big Data, Across Health Adding some potential KPIs 6/03/2014 25 Direct (channel-related) effects Indirect (brand-related) effects Communication effects Customer experience Clarity of message NPS channel … Brand awareness/attitude Brand preference Intent to prescribe NPS brand …. Behavioral effects Number of responses Number of inbound calls Web visits Click-through rate (CTR) Viral referrals (word-of-mouse) … Cost effectiveness Sales & MS change PROFIT (ROI) Webinar IM&D © Across Health 2013
  • 26. 3. 6/03/2014 Webinar IM&D © Across Health 2013 26 The Across Health approach
  • 27. Webinar Big Data, Across Health Now… what metrics should we use for an e-mail campagne, a webcast, a call center, a website… 6/03/2014 27 Direct (channel-related) effects Indirect (brand-related) effects Communication effects Customer experience Clarity of message NPS channel … Brand awareness/attitude Brand preference Intent to prescribe NPS brand …. Behavioral effects Number of responses Number of inbound calls Web visits Click-through rate (CTR) Viral referrals (word-of- mouse) … Cost effectiveness Sales & MS change PROFIT (ROI) Webinar IM&D © Across Health 2013 … and what are best practices?
  • 28. Webinar Big Data, Across Health The Suez database 28 What? •Metrics and KPIs database for most frequently used channels Source? •Real data coming from multiple Across Health experience/projects, primary research and external sources Leveraged for? •Helps pharma clients to define best practices and benchmarks for different channels 6/03/2014 Webinar IM&D © Across Health 2013
  • 29. Webinar Big Data, Across Health 29 Phase Proposed KPI Exposure #physicians who accepted an invitation for a call / #physicians invited Engagement #physicians who received a call / #physicians who accepted an invitation for a call Conversion physicians who accept a follow-up activity / #physicians who received a call Definition Outbound call center from a pharmaceutical company (i.e. actively seeking contact and giving info) OPTIONAL KPIs Exposure: -Cost per exposed customer (campaign KPI) Engagement: -Average call time (in min.) -Cost per engaged customer Conversion: •#physicians who declare prescribing intention •Sales increase •Technology NPS •Repeat intention to use the channel (evaluation survey) •Cost per converted customer UNIVERSAL/MANDATORY KPI’s 6/03/2014 Webinar IM&D © Across Health 2013 The Suez database - example Service call (telemarketing)
  • 30. 4. 6/03/2014 Webinar IM&D © Across Health 2013 30 Continuous monitoring through state-of-the-art dashboarding
  • 31. Webinar Big Data, Across Health Typical situation – Set-up cross-channel campaign due to reduction of salesforce 6/03/2014 31 • Develop Cross-Channel campaign for GPs no longer visited by sales force • Replace 20,000 rep visits in 1 year, by an equally impactful mix of channels Webinar IM&D © Across Health 2013
  • 32. Webinar Big Data, Across Health We start with the Marketing Mix Assessment... 32 teledetailing DM eCME eMSL ad website phase IV rep rep (tablet/iPad) sc treat medical journal website tp hospital 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 1 2 3 4 5 6 7 8 9 10 reach impact “Have you been exposed to this channel?” “Have you been influenced by this channel?” Sales Rep 6/03/2014 Webinar IM&D © Across Health 2013
  • 33. Webinar Big Data, Across Health …to derive a “Rep Equivalence” value for every individual channel A rep equivalent = a combination of multichannel interactions with a target customer that equals the impact of 1 rep visit 33 Example : 1 rep equivalent = a clickthrough on an email + using a webstick + watching an e-detail Webinar IM&D © Across Health 20136/03/2014
  • 34. Webinar Big Data, Across Health Develop the channel mix for this campaign Channel Target audience Reach Nr of interactions Channel rep equivalence(versu s rep = 1) Total rep equivalents Call Center Product Wave 1 10000 20% 2000 0.7 1400 Call Center Product Wave 2 8500 25% 2125 0.8 1700 Call Center Product Wave 3 7000 35% 2450 0.8 1960 Print Mailing USB Webstick 12000 20% 2400 0.4 960 Email Wave 1-5 Owned addresses 10000 22% 2200 0.3 660 Email Wave 1-6 Bought (third party) 8000 19% 1520 0.3 456 Website Log-Ins 10000 100% 10000 0.3 3000 Website Interactions (Download, etc.) 10000 15% 1500 0.8 1200 Website sample order 10000 5% 500 1 500 Website Webcast 10000 10% 1000 1.1 1100 Website eDetailing (2 eDetails) 10000 20% 2000 0.8 1600 … … … … … … … … Total 20.300 6/03/2014 34Webinar IM&D © Across Health 2013 38,646 contacts within the target group: ca. 20.300 REP equivalent contacts (rep visits)
  • 35. Webinar Big Data, Across Health That was the plan… … but now …. how do we measure execution and impact ? 6/03/2014 35Webinar IM&D © Across Health 2013
  • 36. Webinar Big Data, Across Health 6/03/2014 Webinar IM&D © Across Health 2013 36 2013 Trends CRM Email eDetailing WebCall Leaflets Website Visits BannersWebsticks Banners Email The challenge…
  • 37. Webinar Big Data, Across Health Add the “Customer Engagement” component to that… 6/03/2014 37Webinar IM&D © Across Health 2013 Exposure Engagement Conversion
  • 38. Webinar Big Data, Across Health So what do we need to deliver? 6/03/2014 Webinar IM&D © Across Health 2013 38 Easy overview of all campaign channels Sales Rep Equivalents Exposure Engagement Conversion See how close we are in reaching 20k Sales Rep Equivalents As the campaign evolves, we want to see new data reflected fast
  • 39. Webinar Big Data, Across Health Across Health Sales Rep Equivalent dashboard Target 20.000 70% of target reached Avg cost per SRE 13..920 35 EUR Data range HCP Type Segment A Segment B Segment C Segment OUT # HCP Interactions 0 1 2 3 4 5 6 7 Sales Rep Equivalent versus Cost per 1 SRE Call center USB Webstick Website visit Email owned Email bought E-detailing Banner Avg cost per SRE = x EUR x x x x x x x x xx xx xx SR Equivalents Avg cost per SRE The Solution: a QlikView dashboard 6/03/2014 Webinar IM&D © Across Health 2013 39 SREquivalents
  • 40. Webinar Big Data, Across Health The Solution: a QlikView dashboard 6/03/2014 Webinar IM&D © Across Health 2013 40 Across Health Sales Rep Equivalent dashboard Target 20.000 70% of target reached Exposure, Engagement, Conversion and SR Equivalence per channel Call center USB Webstick Website visit Email owned Email bought E-detailing Banner x x x x x x x x x SREquivalents 13..920 Data range HCP Type Segment A Segment B Segment C Segment OUT # HCP Interactions 0 1 2 3 4 5 6 7 SR EquivalentsConversion x x x x x x x x x x x x x x x x x x EngagementExposure
  • 41. Webinar Big Data, Across Health Major benefits • Multiple sources of data are easily integrated • Update data with a click on the button • Restructure data • On the fly segmentation • Clean Webinar IM&D © Across Health 2013 41 Target 20.000 70% of target reached SREquivalents Avg cost per SRE 13..920 35 EUR Data range HCP Type Segment A Segment B Segment C Segment OUT # HCP Interactions 0 1 2 x x x x xx Avg cost per SRE Jan-2013 Feb-2013 Mar-2013 Apr-2013 May-2013May-2013 Segment B 6/03/2014
  • 42. Webinar Big Data, Across Health A mouse-click is all that is needed now… 6/03/2014 Webinar IM&D © Across Health 2013 42
  • 43. In summary 6/03/2014 Webinar IM&D © Across Health 2013 43 1. There is no intrinsic channel ROI 2. All customers are cross-channel customers 3. ROI = f (Reach, Engagement, Conversion, Advocacy, Cost) 4. The FMCG approach of measuring the effect of your initiatives (exposure, engagement, conversion) is applicable in pharma 5. A QlikView dashboard is a userfriendly way to do so
  • 44. Webinar Big Data, Across Health 6/03/2014 44Webinar IM&D © Across Health 2013
  • 45. Webinar Big Data, Across Health Feel free to contact us with any further questions you may have… 6/03/2014 45 Fonny.schenck@a-cross.com +32 477 453 267 Annelien.vanboxlaer@a-cross.com +32 475 904 440 a-cross.com/health Webinar IM&D © Across Health 2013
  • 46. Thank You! View recorded webinar: http://bit.ly/1g2Pxws 46 DISCLAIMER: Current presentation is confidential. All proposed concepts and ideas presented here are intellectual property of Across Health, and are to be used in collaboration with Across Health. 6/03/2014 Webinar IM&D © Across Health 2013

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