Multi brand – multi channel digital analytic implementation

3AI August 13, 2020

Medical devices and consumer goods manufacturer

Problem Statement

• Company wanted to leverage insights from their web analytics tools for their marketing campaigns. Regular reporting for their social properties
• Analytics for their eDetailing platform “MxEngage” – in online & offline modes

Analytics Led Approach

• Definition of KPI’s & metrics to be tracked specific to the business’
• Interactive dashboard to provide business with high level metrics to help them gauge asset performance and showcase social performance
• Provided advanced analytics – to capture user id, % video usage & included native & calculated metrics in our analysis & reporting
• Leveraged data from YouTube Analytics, Facebook Insights, Social Bakers, Sysomos
• Created a framework for rolling out Mobile Analytics leveraging Google Analytics SDK (for iOS native app) & JavaScript based data layers to capture user interaction

Business Impact

• On time Web Analytics Insights used for marketing decisions
• Real time data to capture sales reps location & content consumed
• Real time data analysis during events to gauge asset usage per user, pdfs emailed, forms filled , navigation summary etc.
• Social Insights that are used for marketing decisions on channel strategy

Critical Success Factors

• Process Optimization – Automation led to effort reduction by 15%
• Brought Clarity to Social properties performance