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Customer Segmentation Analytics

September 10, 2020

US based pharmaceutical company

Problem Statement

  • Company wanted to optimize the number of samples provided to different customer segments.
  • Under-sampling or Over-sampling can have negative effects on brand sales. Thus the need arises for determining the optimal level of samples/coupons that should be distributed.

Analytics Led Approach

  • Approach involved historical data analysis, customer segmentation based on sampling habits, demand estimation and report generation at aggregated level.
  • Sample optimization algorithm based on demand estimation, critical rate, habit rate and cost/sample was later used to generate results.

Business Impact

  • Optimal sampling rate was recommended for each customer.
  • Reports at an aggregated level (Region, Segment Customer, Territory etc.) were provided.

Critical Success Factors

  • Comprehensive and well-defined methodology for sample/coupon optimization

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