Extensive Brand Tracking
UK Top 10 Pharma Company
Challenge: Providing a holistic view of brand performance
Our client needed to bring together disparate datasets, including CRM, sales, and launch data into the same place to produce a single, global dashboard. Brand and senior management were struggling with not being able to see joined up regional and global totals, due to each dataset being located separately.
Therefore, our client approached us to bring together all of their brand data, visualise it clearly, and enable them to understand brand performance better across countries.
Bringing together multiple datasets to run dashboard insights from
CSL collated over ten different datasets from the business at varying aggregations, and used Tableau to group, join and clean the data to prepare it for the dashboards. Data included launch dates, new indication dates, growth performance, sales performance, activity performance etc.
Examples of dashboard views included sales vs. target, finance summaries, and activity overviews. Attitudinal data was also incorporated, to get a more quantitative and holistic view of HCPs beliefs.
With interactive, dynamic features in Tableau, information was presented clearly, minimising clicks, and increasing user accessibility.
What were the benefits for the client?
CSL created a comprehensive brand overview to facilitate monitoring brand performance across countries, which opened up a new range of brand insights for our client. They found they could then also use the dashboards to review targeting and budgeting at a country level.
Our client was so pleased with the project that they added an extension for CSL to replicate the approach to all of their remaining brands.
Clients work with CSL because they like our transparent approach and flexible nature, in addition to our technical expertise in BI tools like Tableau and Power BI.