Case Study:
Digital Transformation Results in $4.55Bn in Incremental Sales for Client Company
Digital Transformation Results in Extra $4.55Bn in Incremental Sales
Client was seeking to grow by a combination of driving revenue growth and improved operational efficiency. They deploy a wide range of customer engagement activities including both direct sales and communication via a number of digital channels. The company digital team had examined the customer engagement and found it to be lacking and had a vision of full integration and automation of all data and decisions.
The Client Problem
Eularis was approached by a new Global Digital Lead for a leading Pharmaceutical company. They deployed a wide range of customer engagement activities, including both direct sales and communication, via a number of digital channels. However, the company digital team had examined the customer engagement and found it to be lacking.
Their vision was to have full integration and automation of all data and decisions for key brands in numerous key countries. The team wanted insights into best decisions around the content, channel and sequence and to determine next best interventions at individual customer level
They had around 10 core data platforms that were used in all key country markets for all key brands (including CRM, social media listening data, web marketing automation etc), as well as various other data that they also wanted incorporated as well as individual Rx prescribing data, IOT sensor data, ATU data, patient support program data, call centre data and more.
The Solution
Eularis developed a custom in-house solution for the client that allowed all the relevant data to be integrated and processed by individual customer. This is essentially what we call Next Best Action Modelling powered with Artificial Intelligence to model and learn from all the data and customer pathways as to what is the right content and channel to be served up to an individual to move them up the customer journey to our clients brands faster. This included:
• A way to understand the next most effective content/messages and touchpoint/channel combinations to deliver to the customer to deliver optimal lift for our brands including:
• What specific content should be delivered to which customers in what sequence to have maximum engagement?
• What specific channels and combination of channels are optimal to drive greater engagement, faster adoption and incremental growth by individual customers?
• What sequence should the content and channels be delivered for that customer for greater engagement, adoption and retention
• Automating the process so that manual intervention was not required
The project took some time to sort and structure and clean all the data, and ingest all the data into one platform, and connect all the systems in each market, but the return on investment for the project has been exceptional – and it is still early days.
The Outcome
The Digital team report that not only has the process made the sales and marketing teams lives much easier, but the incremental financial gains from the implementation have been recorded as $4.55Bn to date.
To achieve these kinds of results, contact Eularis today.
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