Design of a Dashboard to track the effectiveness of your on-line channels
Sector: Pharmaceutical; Duration: 6 months
Definition of metrics and KPIs to measure the performance of the e-marketing activities.
Development of tools to obtain information and the creation of reports for management.
The project was carried out with a very practical point of view, using standard, low-cost tools. The system allows for:
- Planning of your campaigns (activities, channels, budget,)
- Measuring of online contact points (by channel, by product, by therapeutic area,…)
- Comparing the actual execution of the campaign against the plan.
- Obtaining the cost per interaction (by channel, by product, by therapeutic area,…)
- Producing graphics and reports to inform to the different levels of the organization (product managers, brand managers, marketing directors, etc)
Key factors for success were:
- Minimum impact on the tasks of those responsible for marketing.
- Availability of results for management from the start.
- Practical point of view and use of standard, low-cost tools.