Axtria implemented a scalable Marketing Mix (MMx) solution for a top-five pharmaceutical company, utilizing its Axtria MarketingIQ™ platform to enhance global promotional investment decisions. The project addressed challenges such as data standardization, onboarding teams unfamiliar with MMx, and adapting to shifting geographic scopes. Axtria’s phased approach, leveraging historical data reviews, model customization, and scenario optimization, resulted in a 4%-8% revenue increase across geographies. The initiative provided actionable insights on channel effectiveness, improved decision-making, and equipped teams with tools for independent analysis, fostering MMx value globally.

Join for free to read