Online tracking & measurement of mobile apps

Abdul August 13, 2020

Leading US Life Sciences Company

Problem Statement

• LS company needed to evaluate performance of smart phone application as a channel of promotion

Analytics Led Approach

• The solution identified and kept track of Key Performance Indicator and measured ROI at regular intervals
• Various Data were considered for analysis
  • Number of Users
  • Samples, Vouchers, Patient Literature, Co-pay cards
  • Offline data – Sales, Calls, Demography, Segmentation
• The following steps were conducted:
  • Physician Profiling
  • Promotional items preference
  • Tracking fulfilment of orders
  • Calculating ROI

Business Impact

• Profiling of physicians helped client in preferentially targeting the physicians and prioritizing important physician segments
• Items Preference helped LS company to reach out to physicians with the right promotional item
• Tracked orders helped the client in correct fulfillment by the physicians
• Helped the company to quantify the effect of promotion which helped in better sales forecast

Critical Success Factors

• Identification of high potential, tech savvy customers for future brands, better targeting of customers in terms of specific physician deciles and thereby, leading to cost savings of ~10%