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Why Analytics Matter

Slide3.jpgIn today’s business environment, better intelligence wins.  Inherently, larger companies have more information and a broader view of a given market.  But despite this marked advantage, competitors with stronger analytic capabilities can successfully compete and “win” by more effectively deploying and utilizing their own resources.

“I’m positive we waste half the money we spend (on marketing), I just don’t know which half….” (unnamed)

Animal Health industry expenditures for marketing, advertising, promotions, end user and veterinary discounts typically exceed 10% of sales, approaching $ 1.0 bln in annual spending.  Despite the magnitude and materiality of these expenditures, most companies are unable to identify any meaningful metrics by which to measure the true effectiveness of these investments.

In many cases, objective metrics to determine sales impact are non-existent as “control” groups are typically not used when new promotions are introduced and executives are unable to differentiate between material shifts in existing market shares versus seasonal load-in effects.  Over time, these programs become ingrained in the commercial organization’s sales approach, making “the deal” an integral and unavoidable element of the sales process which consistently reduces margins with no guarantee for increased revenues.

”Sweating” these assets requires that managers and senior executives have access to timely, accurate & actionable information.   By utilizing tools designed to provide detailed market insight at a granular level, organizations can effectively assess the genuine impact of these marketing expenditures and, where necessary, implement “real-time” tactical adjustments to drive improved ROI performancefor these critical investments..

When it comes to an investment in Market Insight services, the ALYXSM Market Survey offers five distinct advantages versus other reporting options, making it the industry’s only “actionable” market reporting platform: 

  • Timely – Market Surveys available monthly and, in the future, daily
  • Granular - Geo-located Sales in dollars & doses detailed to 3-digit USPS ZIP code levels or aggregations thereof and, in the future, customized reporting options by sales territory
  • Accurate – Comprehensive internal quality control procedures routinely applied to all incoming data and generated reports
  • Comprehensive – An $11.0 billion database reflecting 50-70% of all sales transactions for targeted animal health segments
  • "Industry Context” – Designed, delivered and serviced by senior Animal Health professionals   focused on delivering consistent value in an operational business environment

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