Case Study 3
Implementing a Marketing Database that Can Support the Unique Needs of Multiple Brands
BUSINESS PROBLEM
A top 15 global pharmaceutical company expanded from one brand to multiple brands. Each had their own direct to consumer and relationship marketing programs. The client had a singular consumer marketing database that was designed for the original brand and its program which now was being used to support multiple brands with unique needs and a variety of programs. As a result, programs were costly to develop and launch. Work-around strategies added extra processes making timelines long. Quality control was an issue. The client often experienced fulfillment delays, inventory shortages and inaccurate reporting which impacted profitability and customer satisfaction.
SOLUTION
JCDA Consulting was retained to lead the selection process for a new database vendor. The process began with a technical needs assessment including interviews with each brand manager and IT. JCDA’s database scoping questions were reviewed to identify input data sources, housefile selection criteria, key performance indicators and reporting requirements. This information was the foundation for an RFP that was sent to highly qualified and competitive providers. JCDA managed the vendor bidding process including the review and alignment of all responses for an “apples to apples” comparison across companies. Post selection, JCDA handled the contract negotiation and preliminary invoice reviews. Because JCDA had done such a thorough job up-front scoping, the database implementation went smoothly with an easy transfer of knowledge to the new vendor. JCDA participated in all meetings, QC and final database sign-off.
RESULT
The new marketing database launched successfully, on time and within budget. The new database supports the varied business needs of multiple brands and marketing channels. A sophisticated business intelligence tool embedded within the database allows it to satisfy future needs with on-the-fly answers to questions not included in reports developed at implementation. In addition, JCDA also worked with the client to establish processes and procedures to address their QA issues leading to a reduction, and in most cases, an elimination of issues. JCDA successfully transitioned the new marketing operations functions to the client where all continues to be managed today.
