A global pharmaceutical company wanted to understand the best marketing vehicles to maximise sales and both ATL and BTL ROI's for one of its key “challenger” brands.  The brand has similar market share as its closest competitor in a very competitive yet growing category.

IRI identified a 6.3% revenue improvement with the same spend through an in-depth Marketing Mix analysis.

The Challenge
The client wanted to better understand the impact of marketing activities by linking and analyzing complex data sets: TV viewing data, online video, digital campaign measurement, promotion and display data, and on/offline sales.
IRI developed a model to measure, optimize and forecast the impact of marketing activities including media, consumer promotions, trade and competitive activities. Key analyses yielded insight across multiple dimensions:
  •  Consumer centric: How can the company balance marketing spend by brand and tactic to drive both penetration and buy rate?
  • Channel centric: How does performance differ by retailer and what is the right tactic at each retailer?
  • Portfolio centric: What is the ROI and halo contribution of tactics?
  • Media centric: What is the right balance between traditional and new media?
IRI was able to connect consumers’ brand perceptions, what they did online, and what they saw on TV to what they bought.  Using the manufacturer’s marketing activity data and advanced analytics, including store-level modeling of marketing mix, IRI quantified how each marketing activity influenced purchase by consumer segment, and message, and at a store-level.  
The analysis yielded a set of insights and key recommendations:
Shift support to product A to drive up volume and ROI.
Online video (OLV):
Use OLV to drive product B-focused messaging; ROI is stronger and volume is similar to volume from TV. 
 Increase support and optimize sites and campaigns (Facebook, Digital Display, Paid Search)
 Increase support and switch back from underperforming offers.
 Leverage the right tactics at the right retailer

The Result
Optimising the 2015 marketing plan generated +7% net revenue for the manufacturers with the same spend through portfolio and retailer reallocation as well as digital investment.
Growth Delivered

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