Our client Sanofi faces three key objectives:
- Developing an initial KPI concept based on two pilot cases that serves as a global blueprint for Sanofi across markets and business units
- Identifying data blind spots
- Making sure the KPI concept serves the following criteria:
- Practicability: use only data that is available to Sanofi
- Usefulness: support the decision-making of marketing stakeholders
- Scalability: ensure roll-out beyond the two defined pilots
- Each channel needed to be evaluated independently – a multi-channel approach was not feasible.
- Highly diverse products, target groups, and marketing channels made the development of “one KPI concept for all” difficult.
- There had been no unified reporting so far. This means that stakeholders are making and using decisions based on various data sources.
- Development of the KPI concept along a generic funnel from awareness via interest and activation to sales, and, eventually, loyalty.
- Development of a scores-per-funnel step that makes campaigns comparable – regardless of product category or business unit.
- Implementation of a “traffic light system” that serves as an early indicator for the success or failure of a campaign or activation.
- Common understanding of marketing success and multi-channel steering.
- Development of a means to steer and orchestrate multi-channel activities.
- Roll-out of the concept within the global Multi-Channel Engagement Program.