Data Analytics Dashboards provide new insights into the Marketing and Sales Operations of Merck Sharp & Dome in Latin America

CHALLENGES:

Merck (also known as Merck Sharp &Dohme or MSD outside the United States) is a multinational pharmaceutical company with headquarters in the United States and a strong global presence

The Latin American Region sales and marketing operations of Merck had problems organizing data coming from multiple sources of information. They were not able to properly visualize marketing and sales data, and a number of errors in their dashboards made them unfit as a tool to analyze sales incentive payments.

SOLUTION:

Heinsohn generated data analytics reports for the different Marketing campaigns through all channels: Email, Webcast, Website y Self-Detailing for all Latin America countries: Argentina, Brazil, CARD (Costa Rica, Dominican Republic, El Salvador, Guatemala, Honduras, Nicaragua, Panama) , Chile, Colombia, Ecuador, Mexico, Peru, Venezuela).

The solution included a number of Dashboards to support the daily activities and decisions of Key Account Managers (KAMs) that included all key account information about their customers

The solution also included the analysis of sales data for Merck Latin America, including sales by country and region, client, product and priority in addition to Inventory Details.

The Dashboard facilitated the understanding by the Regional Team of the following items by country and month:
• Number of participants achieving bonuses vs the total unit eligible population.
• The overall distribution (actual vs target) and hence business unit compensation.
• The average bonus received
• Directionally, the amount awarded as a % of base salary
Heinsohn also created an Oncology Dashboard for its cancer drug Keytruda, that analyzes sales data for the Merck Sales Force in Argentina.

Heinsohn used its knowledge and expertise as a Tibco partner, to develop the Data Reports using Tibco’s Spotfire.

BENEFITS:

- Implementation of a tool that allows better track of Multi-channel (Email, Webcast, Website, Self-Detailing) 360 View and enhance better decisions.

- Reduction time on top level decisions.

TECHNOLOGIES:

- Tibco Spotfire

Peter Drucker

“Quality of service is not what you give, it’s what the client receives”