Proven Results

Resource Allocation Optimization Case Study

Challenge

  • Specialty pharmaceutical company with significant Neuroscience portfolio sought promotion response analysis of marketing tactics
  • The company did not have sufficient internal resources to manage its analytics needs and Carson Analytics was contracted to provide the analysis support needed for the business unit

Actions

  • Led discussions to understand business context, needs, analysis impact, and available data
  • Developed appropriate methodologies to execute promotional response ROI analytics and optimization of resource allocation
  • Results reviewed with stakeholders to discuss analysis impact on promotion strategy and guide the company on recommended implementation options

Results

  • Analysis helped socialize the effectiveness of the existing promotion strategy and the opportunities to optimize the strategy for improved campaign effectiveness
  • Analysis resulted in alteration of the existing promotional strategy for a key indication of the multi-billion dollar portfolio that ultimately drove greater revenue for the Neuroscience portfolio

Application

Promotion mix optimization allows for optimal resource budgeting and allocation across channels, brands (portfolio optimization), or geographies (regional optimization)

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