Challenge

• A global pharmaceuticals comapny wants more insight on the effectiveness of their marketing investments
• For most marketing activities, it is not clear whether they have a positive or negative effect on the bottom line
• In particular the huge sales force is a big investment and has to be analyzed separately

Solution

• Marketing activitiy and sales data can be entered into an Excel tool
• The tool automaticaly performs a regression analysis to check for any relationship between the two data series. Traffic lights show whether the relationship is statistically significant
• Besides, sales for various levels of activity are forecasted

Benefits

• The solution enables the marketing people to quickly conduct statistical analyses without the risk of false interpretations
• Increased transparency and effectiveness of marketing activities leads to better informed decisions
• Reservation towards statistical analyses is reduced due to an
  intuitive, easy-to-use program with
  an appealing user interface

Screenshot

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