Digital Pharma East 2024

Though traditional media measurement metrics (clicks, impressions, visits, opens, etc.) can be useful to describe digital ecosystem channel/asset performance, they tend to fall short when describing the value of digital engagements within an omnichannel strategy. Often, this due to a missing context; a disconnect between what is being measured and what the critical business goals for specific customer journey stages.

In this case study, we will present a novel, bottom-up approach that developed a digital media measurement instrument and reporting vehicle attempting to solve this dilemma. We will discuss how a cross-functional team composed of digital, CX , and brand experts collaborated through a series of workshops and agile projects to deliver a customer-focused, omnichannel media measurement tool.