Getting Down to the Data: What is Driving the Predictive Marketing Revolution?
DRIVING GROWTH IN OTC WITH PREDICTIVE ANALYTICS
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DRIVING GROWTH IN OTC WITH PREDICTIVE ANALYTICS Tom Cakl Business Insights DACH + Nordics
Transcript of DRIVING GROWTH IN OTC WITH PREDICTIVE ANALYTICS
DRIVING GROWTH IN OTC WITH PREDICTIVE ANALYTICS
Tom CaklBusiness Insights DACH + Nordics
AGENDA
A bit about ME and RB Health
Strange animal – the OTC market
Looking for the best predictive model for OTC AKA the Holy Grail
Our journey in Germany
EXPERIENCES
Wannabe political economist
Overgrown marketer
RB HEALTH
Copyright WeKnowMemes LLC
TALKING ABOUT…
OTC MARKET – GERMANY
OTC 4.5 Billion€RX 38 Billion€
20k Pharmacies
50k Products (OTC)
3.6 Mio patients/day
Thousands of players (Analgesics – 1400+ companies)
EUR 4.5bn
CAPTURING THE DYNAMICS
CONSUMER GOODS PRESCRIPTION DRUGS (RX) OTC
HYBRID
GLOBAL PROGRAM – THE USUAL STUFF
@ Right place@ Right target @ Right time w/ Right message
MORE PREDICTIVE MODELS
IT’S ABOUT AGILITY
You can’t buy it – expertise scatteredTweak, test, get exceptionsCan I get (kind of) a test lab?
SHOOT FOR THE STARS FAST, BUT…
…MAKE SURE YOU BUILD A SOLID 360 BASE FIRST
HOW MUCH SPEED CAN YOUR BUSINESS ACTUALLY USE?
Maturity of the organizationLiving with the ‘black box’Covering the fundamentals
GETTING THERE INTERNALLY – NOT EASY
Business understandingGlobal vs. localGranular, granular!People churn and gut feelSilos
DATA – BE CREATIVE
DetailingCRM1st, 2nd, 3rd partyConsumer panelsMediaRegional
TAKE AWAYS
ANY QUESTIONS?
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