Channel Mix Strategies
Obtain a single view of the customer by focusing on customer data integration
Determine promotional effectiveness not only by channel, but also by narrowly defined customer segments
Notice which customers are already maintaining a relationship with a competition company in more than one channel.
Drive experience by learning about customers
Deriving valid insights from the HCPs answers using statistical modelling techniques:
Link response behavior directly to market performance (shares, sales, awareness, …)
Various statistical techniques will be used such as correlation analysis & more advanced regression techniques