PMSA Annual Conference

Companies have turned to analytics to help them drive more effective campaigns, and to rules-based programs to help reps decide when to execute different tactics. The challenge with most measurement programs is that they suffer from aggregation bias, washing out granularity as they estimate the overall response to a given tactic. They also can be challenged to provide critical insights around differences across deciles, specialties and geographies. When we look at rules-based execution aids, they are inflexible and do not tie to changing responses over time.

This presentation focuses on finding the optimal solution to evaluate and optimize the performance of new digital tools and a new addressable ecosystem designed to provide continued support to sales reps within a multi-channel customer experience. Traditional measurement would not be able to get the level of insights that marketers need. We took a page out of our Digital Media Measurement practice to apply supervised machine learning techniques to the challenge to rapidly and consistently deliver granular insights to enable improved sales force execution and optimal multi-channel customer experience.