CASE STUDY

Marketing Mix Modeling | Embedding Analytics Capabilities to Drive Better Marketing Outcomes

May 13, 2019

The client is a leading non-generic drugs manufacturer based out of the United States. They wanted to establish a marketing mix strategy to calculate the ROI for their marketing initiatives.

The Business Challenge


The pharma sector is navigating a profound transformation. With the ongoing shifts in market demands and consumer needs, pharma companies are finding it hard to adapt to the changes to gain a leading edge. Along with challenges the transformations have also presented new opportunities for pharma companies to focus on a variety of new marketing mix models to improve the performance of their products by tapping into new revenue streams. Today resource allocation for new drug launch or even an existing product is not a simple task. Owing to the complex business scenario and the availability of diverse marketing channels, finding the right marketing mix strategy has turned out to be a major challenge for players across industries.

Having launched a new drug in the non-generic drugs segments the client faced several challenges in generating a useful market share for the new product. To effectively address this issue they wanted to adopt a more holistic, commercially focused approach to gain in-depth insights into their marketing initiatives. As such, they approached Quanztig to leverage its marketing analytics expertise in developing a robust marketing mix modeling strategy.

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Solutions Offered and Value Delivered

Our marketing analytics experts helped the client to build a robust marketing mix model to gauge the effectiveness of individual marketing channels. The devised model helped the client to systematically gauge target markets to optimize marketing investments and maximize profits from specific regions. A holistic approach to marketing mix modeling helped the client to embed the required analytic capabilities into their marketing processes to drive better business outcomes.

The marketing mix modeling solutions also helped the client to:
• Reduce total marketing spend by 15%
• Increase market share for the newly launched drug
• Improve the ability to quantify the marketing effectiveness of channels and events in terms of MROI

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How does marketing mix modeling work?

Marketing mix modeling is a statistical technique that performs several multivariate regressions on sales and business data to quantify the impact of marketing investments on the overall sales. A robust marketing mix modeling strategy helps businesses to determine the impact of each marketing initiative in terms of MROI. By gaining detailed insights on their marketing initiatives companies can further optimize future spend and deploy robust strategies to maximize their marketing effectiveness.

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