Business Translation in Action: Bringing a Digital Engagement Measurement Program to Life
In this case study, learn how Clarkston Consulting partnered with a biopharmaceutical company to serve as a business translator for digital engagement measurement, enabling increased data visibility, improved contextual data analysis, better-allocated spending, and improved vendor auditing. Read a synopsis of the project below or download the full case study.
Download the Digital Engagement Measurement Program Case Study Here
A multinational biopharmaceutical company that specializes in the development and commercialization of novel therapeutics for rare cancers partnered with Clarkston Consulting to help them develop a Digital Engagement Measurement Program. The client works with multiple agencies and partners to develop campaigns to drive engagement across various channels, including programmatic display, contextual ads, and paid social media ads.
The client had a need to re-evaluate their spending on digital engagement to properly allocate to the most effective programs and engaged Clarkston to help realize these goals. Their digital engagement partners had been self-reporting metrics, but the data included in a single report was not sufficient to determine program effectiveness. They needed to be able to generate reports internally to thoroughly assess metrics and corroborate vendors’ reports.
The client knew what they wanted to do – they knew which sources they wanted to tie together, understood the value of automating the analysis, and had an idea of how the data needed to be presented. All they lacked was a resource with the right mixture of business and technical expertise required to design an end-to-end process that would enable them to get the insights they needed from the available data. They engaged Clarkston to act as a Business Translator to break down the required steps and execute their multi-layered vision.
Clarkston’s approach to the project began with conducting interviews with key stakeholders to align on goals and develop an actionable plan. Clarkston then performed a current state gap analysis to determine the framework needed for engagement value assessment. They then enabled Product Strategy and Digital Operations teams with the tools and information necessary to take ownership of interpretation of spend ROI.
Clarkston inventoried all data required for decision-making and coordinated with the vendors to receive it in the appropriate format. The Clarkston team provided resources and support to internal developers with the client to explain the raw data and organize and model it effectively. Business translation played a vital role in the project, as stakeholders represented various business segments, and it was essential that reports be accessible and easy-to-understand across the organization. Clarkston helped the client to design and execute a scalable process, which resulted in a series of reports that increased visibility into programs and vendors, allowing them to better audit their partners’ performance and allocate spending accordingly. This case study highlights how the collaboration led to the identification of tens of millions of dollars of ineffective spending, significantly benefitting the client’s digital measurement capabilities.
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Contributions by Nathan Keliher
