Channel Mix Optimizer
Measured & Targeted Impact
The Channel Mix Optimizer informs marketers which promotional channel is having the highest impact on the selected performance measure (i.e. market share) over time. Data is processed through a series of algorithms and the best performing predictor is used to rank the effectiveness of the promotional channels and other factors.
The end result is a view on how effective each channel will be in the future. This can be viewed from a high level overview, down to individual customers within the selected channel. In essence, the CMO lets you know which content is right for each customer.
Why do I need CMO?
SFX Channel Mix Optimization (CMO) provides a powerful promotional response model allowing marketing users to make investment decisions based on success patterns mined from previous promotions.
SFX RepCoach provides the mechanism for delivering timely and actionable messaging recommendations to the pharmaceutical sales force.
How does it work?
Custom-built marketing data warehouses in the past have typically only included high level call activity and data. Data from CLM has been mostly handled using commercial or custom-built reporting tools, The cost and effort involved in building such a custom solution are often grossly underestimated, and definitive impact results have yet to be demonstrated by any corporation or vendor
Download the PDF brochureWhat can CMO tell me?
The "Configure" tab allows the user to select which data to include in a Channel Mix and how it should be segmented. After selections are made, the CMO tool reports which promotional channel is having the highest impact on their performance measures, and the historical ROI of a given message. Since CMO is a SaaS model, you can subscribe to receive a results data feed. Further, the online portal provides transparency to the data analysis, and provides the ability to collaborate on modelling decisions.
What kind of results can I expect?
The relationship between the promotional channels and the performance measure is presented in the "Results" tab. Our ROI methodology allows users to generate comparable test and control groups to evaluate a performance measure of interest. You can select which performance measure and messages to assess, and which time period and algorithm to use. A novel feature of our ROI methodology is the ability to include important predictors from the impact calculations in the creation of the test and control groups. These predictors may not be known to be important before hand and can help to reduce bias in the calculations.
