From big data to right data: impact measurement & dashboarding

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

http://bit.ly/1g2Pxws

http://bit.ly/1g2Pxws

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

Agenda


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

1.


Why is ROI so important in cross-channel?

And why is it so difficult to measure?


There’s nothing new under the sun…

John Wanamaker

(1838 - 1922)

Webinar IM&D © Across Health 2013 6/03/2014

Half the money I spend on

advertising is wasted; the

trouble is, I don't know

which half."

5

http://en.wikipedia.org/wiki/Image:JohnWanamaker.jpeg

What’s the issue?

1. Media consumption is increasingly fragmented

2. The marketing accountability bar is rising

3. The data deluge is just beginning

6 Webinar IM&D © Across Health 2013 6/03/2014


0% 10% 20% 30% 40% 50% 60%

We do not see the need for collecting or using customerdata

We leverage this data consistently

We have already implemented some robust customeranalytics frameworks

We are not collecting useful customer data yet, but weshould

We have started doing some analysis on ourmultichannel customer data

“Big” customer data collection and analysis is just

getting started in pharma

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Source: Across Health Digital Barometer 2013



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

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% of respondents indicating options as one of the top two main

bottlenecks for digital in their organization.

copyright © Across Health, 2013



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?

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0%

4%

8%

12%

16%

20%

2010 2011 2012 2013

Average

5%

Average

8%

Average

14.8%

Average

16%




Defining an optimal channel mix is NOT easy

How complex is it to define the optimal channel mix ?

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19%

52%

22%

7%

1%

Very complicated Somewhat complicated Neither complicated norsimple

Relatively simple Very simple

8%




Channels do not have an ROI

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There is no intrinsic channel ROI


Sourc

e : IM

S H

ealth

, Cegedim

.

Excellent

Very good

Good

Source: IMS Health, Cegedim

(increase in sales over control group after the first webcall)

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There is no intrinsic channel ROI

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Synergetic effect of channels

1 + 1 = > 2



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?

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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


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.”

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ROI is just one of your KPIs



ROI Basics



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)?



What is the ROI of a (smart)phone? And of NOT having

one…in the New Normal?

21 Webinar IM&D © Across Health 2013 6/03/2014

2.


What are pivotal KPIs & impact

measurement frameworks?


A holistic approach of measurement

ROI = f (REACH, ENGAGEMENT,

CONVERSION, ADVOCACY, COST)

ROI = f (NEOCORTEX + LIMBIC)



Putting it into perspective…the FMCG approach

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Direct

(channel-related) effects

Indirect

(brand-related)

effects

Communication

effects

ENGAGEMENT CONVERSION

Behavioral

effects

EXPOSURE & ADVOCACY ROI

(COST & RETURN)

quantita

tive

qua

lita

tive



Adding some potential KPIs

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Direct


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)


3.


The Across Health approach


Now… what metrics should we use for an e-mail

campagne, a webcast, a call center, a website…

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Direct


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)


… and what are best practices?


The Suez database

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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



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


The Suez database - example

Service call (telemarketing)

4.


Continuous monitoring

through state-of-the-art

dashboarding


Typical situation – Set-up cross-channel campaign due to

reduction of salesforce

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• 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



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



…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 2013 6/03/2014


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



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


38,646 contacts within the target group:

ca. 20.300 REP equivalent contacts

(rep visits)


That was the plan…

… but now

…. how do we measure

execution and impact ?




2013 Trends

CRM Email

eDetailing

WebCall

Leaflets

Email

Website Visits

Banners Websticks

Banners

Email

The challenge…


Add the “Customer Engagement” component to that…


Exposure Engagement Conversion


So what do we need to deliver?


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


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

x x x

x

x x

SR Equivalents Avg cost per SRE

The Solution: a QlikView dashboard


SREquivalents


The Solution: a QlikView dashboard


Across Health

Sales Rep Equivalent dashboard Target 20.000


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 Equivalents Conversion

x

x

x

x x

x

x

x x x

x x x

x

x x

x

x

Engagement Exposure


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


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

3

4

5

6

7

Email owned Email bought E-detailing Banner

x x

x

x

x x

Avg cost per SRE

Jan-2013

Feb-2013

Mar-2013

Apr-2013

May-2013 May-2013

Segment B

6/03/2014


A mouse-click is all that is needed now…


In summary


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


Feel free to contact us with any further questions you may have…

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[email protected]

+32 477 453 267

[email protected]

+32 475 904 440

a-cross.com/health


mailto:[email protected]

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.


From big data to right data: impact measurement & dashboarding

Health & Medicine

Transcript of From big data to right data: impact measurement & dashboarding