Three weeks ago I had the pleasure of joining 75 of the industry's deep thinkers at The Pharmaceutical Management Science Association's PMSA's January Symposium on Optimizing Promotional Spend, held in Philadelphia,January 28 - 29, 2010.
Most attendees expected to see extensive mutlivariate regression models for optimizing the media mix. There was some of that. However, far more extensive was discussion of measurement planning: aligning to business goals, and gathering the right information sources. The message, do not save analyses until after the campaign is over - Plan Ahead!
Anoher surprise was a question posed to manufacturers in the audience: how many are actively analyzing performance of your websites? Zero responded affirmatively. As digital channels grow ever more dominant in CRM, we need for digital agencies and manufacturers to more closely collaborate in optimizing digital media and the websites they drive to.