THE PROBLEM
This client’s primary challenge came from its internal organizational structure. Each business unit owned a brand and new brands/drugs were being released all the time.
This led to 3 challenges:
- The brand teams didn’t coordinate or look at things holistically. They just looked at siloed information, preventing them from having a global view of products within their verticals.
- They used agencies to help manage the design of the websites and the implementation of analytics. This meant that the agencies were in charge of tracking their own performance.
- Groups used different backend configurations and systems and so deployment of each site was time consuming and involved heavy coordination with IT – which was cumbersome and slow.
The brand teams didn’t coordinate or look at things holistically. They just looked at siloed information, preventing them from having a global view of products within their verticals.
SOLUTION
Numeric’s job was to first and foremost determine the accuracy of the data that the teams were using. Then, we established a firm foundation for data that could be trusted across the organization.
The next steps were:
- Development of a sound data layer
- Implementation of a Tag Management System (TMS) to make the deployment of many small sites more manageable, efficient and consistent
- Automation | Develop Deeper Insights – thinking through the question: “how could we capture and distribute data with less impact on the team?” And with time saved through automation, how could we work with analysts to use their data to uncover business insights that could lead to actionable changes?
- Governance: how can we ensure that all of this was repeatable and process driven so that the data would be maintained, trusted and adjusted as things continued to change in their environment?
Results
Huge overhead savings
7
Reduction in weeks to launch new site
8
Reduction in hrs/wk spent on report distro (per analyst!)
Data Chaos > Data Organization
