Takeda Combines Top-Down and Bottom-Up Marketing Measurement

“We have fewer dollars and more options, so what we measure and how we deploy different tactics is more important than ever,” says Leslie Collier, director, experience strategy, NSBU Brands at Takeda. This sentiment likely resonates with most brand marketers who know that working under budget pressure, accessing actionable data, and quickly optimizing is a balancing act. For Takeda using both big picture and granular data together is helping drive more timely optimizations and efficient media spend for better, unified, data-driven decision-making.

A comprehensive approach to data

“Takeda leadership believes in data-driven decision-making,” says Jay Aiyar, associate director, omnichannel analytics at Takeda. This requires the teams to look beyond just one data set. “We use both marketing mix models and Crossix data to measure marketing performance,” says Aiyar. “We take all that knowledge and package it together so we’re not making every single decision based on just one data set alone. We’re layering in strategy and trends and ultimately aligning as a full team.”

Marketing mix models for strategic planning

Most organizations, like Takeda, build marketing mix models to measure broad impact, sales drivers, and channel ROI. This top-down approach provides valuable information that can be used for annual and strategic planning. These models are a valuable tool for businesses, but they can also take up to a year to refresh. Therefore, the data cannot be used to optimize within and across channels while campaigns are in flight.

Granular Crossix data for tactical optimizations

While Takeda’s marketing mix models are helpful for scenario planning, they also need access to more granular data to be as agile as possible during campaign execution. Partnering with Veeva Crossix gives the team quick access to more detailed data including audience quality data showing whether they reach diagnosed patients or hit physician targets with media. This bottom-up approach allows them to look at synergies, overlaps, and behavior drivers so they can make the best tactical optimizations in real-time. “Crossix provides us with early audience quality data and gross conversion data to compare placements across different publishers,” says Aiyar. “This helps our media partners continuously optimize and improve results.”

In addition, Crossix net impact data provides media ROI at the tactic level. “It’s important to educate senior leadership that conversion takes time,” says Aiyar. “Patients need to schedule an appointment, go to the doctor, visit the pharmacy, and pick it up, which can translate into weeks or months. The leading indicators keep things moving in the right direction, and net impact will prove the value.”

With any two approaches there are bound to be data points that differ. Takeda views this as a strength rather than a weakness. Different measurement lenses provide the range of true marketing performance, and consulting both approaches mitigates bias from relying on each alone.

Foundational analytics across the organization

Takeda takes a synergized approach to HCP and DTC analytics, which also helps the teams make a more significant impact from an efficiency and ROI standpoint. “The HCP is part of our consumer journey – it’s not two different things,” says Collier. This means their investments work harder, and they use a common currency of measurement that makes campaigns more efficient and decision-making easier. “Patients are preparing for their visit with the HCP, so we want to make sure that patients discuss the brand in a way that resonates with that HCP,” Collier says. “Therefore, HCP and DTC cannot be two different silos; they are part of the same journey.”

Aiyar and Collier agree that their plans are changing more frequently, and for the better, based on this comprehensive approach to data. They’re constantly moving budget from one place to another – HCP to consumer, channel to channel – which has helped them continue seeing results. “Make sure you’re always looking at data and continually optimizing,” says Collier. “A big factor to our success is that we are literally never resting.”

Objectivity, transparency, and innovation are required to navigate the evolving healthcare advertising landscape successfully. Learn more about the top requirements for choosing a marketing analytics partner.