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Marketing Mix Modelling

Omnichannel analysis to quantify which marketing efforts are driving brand growth

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CHALLENGES

Optimise your omnichannel strategy by quantifying the impact your marketing has on sales

Keen to understand which parts of your omnichannel execution are working? A pharma marketing mix modelling (MMM) project could be right for you if you want to:

  • Measure true incremental impact - did that speaker program really drive incremental growth?
  • Maximise budgets and stretch resource - in the current environment it is important to get the maximum value from spending
  • Compare data sitting in multiple silos - do you need support in bringing together sales and activity data?

OUR SOLUTION

Establish which marketing efforts work best with a marketing mix modelling project

Pharma teams have to balance complex constraints like fragmented data, shifting access, and competitive launches at the same time as staying within the boundaries of a highly regulated environment. Our MMM isolates what truly drives outcomes and turns insight into executable budget decisions.

We take a modular, dynamic approach to MMM. Examples of what we often include are:

  • Channel-level ROI and contribution
  • Saturation and lag effects (response curves)
  • Budget recommendations and scenario planning
  • Refresh cadence for always-on optimisation
  • Transparent assumptions and audit trail

BENEFITS

What can pharma gain from a marketing mix modelling analysis?

The main benefits of MMM include:

Quantify ROI by tactic

Drill into the detail of your data, establishing what works, the frequency, and the quantity

Channel Optimisation

Refine your channel mix based on the findings of the MMM analysis to marketing efforts

Correlation not Causation

It’s essential to differentiate between these two, to ensure you make the right choices

Response Curves

Generate response curves, understand diminishing returns, and adjust your strategies and mix

OUR APPROACH

Maximise your marketing budget with our marketing mix modelling

CSL can help improve your omnichannel effectiveness:

  • Provide manageable extracts of bespoke markets. Let us do the hard part of data cleaning, processing, and quality checking
  • Fast results. We work in an agile way ensuring you receive topline results quickly, allowing us to pivot our focus based on the interim findings and your feedback
  • Optional refreshes. The first marketing mix model takes the most amount of effort. Gain economies of scale by refreshing your analysis every 6-12 months
Let's Talk

Have something in mind?

Interested to know how a MMM project could work for you?

Get in touch today to discuss your business requirement.

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