Tracking and evaluating marketing and digital media initiatives by measuring social media efficacy. Life sciences. A wor
Life scienc es
Tracking and evaluating marketing and digital media initiatives by measuring social media efficacy About the Client A world leader in the pharmaceutical industry
Our client, a world leader in pharmaceutical products, wanted to develop a framework of Key Performance Indicators (KPI) to track and evaluate various marketing and digital media initiatives. The client chose to work with us
Industry
due to our extensive experience and capabilities in digital media consulting
Life sciences
tools and human intelligence allowed us to develop a comprehensive
Business Need Addressed
framework that met and exceeded client expectations.
Develop a Key Performance Indicator (KPI) framework to determine the success of marketing & digital media initiatives
as well as social media research. Our unique combination of technology
Business Challenge
Result
For one of its leading drug brands, our client was deploying the digital
Genpact developed a comprehensive set of metrics and built a KPI framework to track the client’s digital marketing efforts. Genpact also measured the impact of the client’s initiatives and calculated their ROI, enabling the client to critically evaluate their campaigns & improve on them
immediate and primary objective of the project was to drive digital brand
identity across social media platforms such as Facebook and Twitter. The awareness, while the larger objective was to position the brand as a preferred medication in the particular therapy area. The client wanted a measurement framework that could determine the effectivess of the digital campaigns and investment.
The Genpact Solution Genpact developed a KPI framework to gauge user engagement with the digital media properties of the brand. The KPI framework was broadly classified into behavior and opinion-driven metrics. The behavior-driven phase of user engagement lasts up to 12 weeks post the launch of the digital channel. In the next phase, a much higher degree of user engagement is monitored and steps are identified to drive higher and better engagement.
Behavior
Awareness Measures success shortly after the launch of the social media program
Opinion
Engagement Measures the engagement between customers and social media assets
Retention Measures the effectiveness of the program
Following is a snapshot of how we tracked one of the YouTube campaigns using this framework. Metrics
Behavior
Opinion
Awareness
Retention
Engagement
• Call to action
• Channel
• Channel visitors
subscribers
CTRs/CTAs
• Video views
• Most popular
• YouTube SOV • Net sentiments
video
YouTube campaign
The Awareness metrics tracked the campaign at the launch stage to measure initial traction. The Engagement metrics followed the campaign as it evolved and engaged a wider audience. Finally, the Retention metrics measured how the campaign had impacted consumer opinions. Objectives
Awareness
Engagement
Increase Brand Recall
Position Product X as Preferred Medication
Metric/KPI
Actual (MM/YY)
Goal (MM/YY)
% of (Month) goal
Channel visitors
###
###
###
###
Video views
###
###
###
Channel Subscribers
###
###
Most popular video
###
###
Metric/KPI
Actual (MM/YY)
Goal (MM/YY)
% of (Month) goal
(Year) goal
###
Video views
###
###
###
###
###
###
Shares
###
###
###
###
###
### No of discussions on X: preformed in MS space
###
###
###
###
Product X positioning
###
###
###
###
(Year) goal
Call to action: CTRs / CTAs
###
###
###
###
YouTube SOV
###
###
###
###
Net Sentiments
###
###
###
###
Total awareness
###
###
###
###
Digital awareness
###
###
###
###
Retention
Composite indices
Based on measurement of these metrics, we determined the impact of the digital initiatives and calculated the Return on Investment (ROI) for the client.
Business Impact A robust, yet widely replicable (across brands) KPI framework was created for the specific digital properties and benchmarks were suggested based on our tracking of competitor brands. This helped the client in tracking the real-time success of its digital properties as well as in launching targeted campaigns. About Genpact
For More Information, Contact:
Genpact Limited (NYSE:G), a global leader in business process management and technology services, leverages the power of smarter processes, smarter analytics and smarter technology to help its clients drive intelligence across the enterprise. Genpact’s Smart Enterprise Processes (SEPSM) framework, its unique science of process combined with deep domain expertise in multiple industry verticals, leads to superior business outcomes. Genpact’s Smart Decision Services deliver valuable business insights to its clients through targeted analytics, reengineering expertise, and advanced risk management. Making technology more intelligent by embedding it with process and data insights, Genpact also offers a wide variety of technology solutions for better business outcomes.
Eric Magnuson Vice President Digital Consulting Services
[email protected]
For more information, visit www.genpact.com. Follow Genpact on Twitter, Facebook and LinkedIn. Copyright © Genpact 2012. All Rights Reserved.
Priya Venkataraman Vice President Digital Consulting Services
[email protected] 