Business Situation
A UK-based multinational biopharmaceutical company that focuses on developing, manufacturing, and commercializing vaccines and specialty medicines, with a strong focus on respiratory, immunology, oncology, HIV, and infectious diseases Our client had been running various marketing campaigns across different channels and locations (cities in the US). Despite significant investments, the client observed inconsistent performance across campaigns, with some showing high conversion rates and ROI while others underperform. The marketing team struggled to learn from the successful campaigns and apply their findings to other campaigns for better overall ROI .
SGA Approach
The SGA team came up with a three-pronged approach:
- Channel optimization: The team identified that search campaigns on Google Ads and social media campaigns were among the top performers .
- Targeting demographics: The analysis revealed that campaigns targeting specific demographics showed higher conversion rates.
- Cost reduction: We shifted the focus from high-cost channels to more cost-effective options.
We used GPT-4 for analysis, LIDA for visualizations, SQL Agent for database querying, and a web-based interface for user interaction.
Benefits & Outcome
- Geographic focus helped identify certain cities as the top-performing locations with the highest conversion rates.
- Developing location-specific strategies to replicate top geo’s success in other cities improved the performance in underperforming locations .
- The optimization ensured a 10% increase in conversion rates in previously lagging cities.
- By focusing on top-performing channels and audience segments, the overall conversion rate across all campaigns increased by 15%.
- The budget’s reallocation to cost-effective channels and the optimization of acquisition costs resulted in a 20% increase in the average ROI .