The Challenge of Multi-Channel Marketing in Biotech
Biotechnology companies run complex marketing campaigns across social media, email, paid ads, organic search, and direct outreach. However, they often struggle with:
- Channel Performance Visibility – Which channels drive the highest engagement and conversions?
- Customer Retention – How can biotech firms reduce churn and increase lifetime value?
- Marketing Attribution – Where should budgets be allocated for maximum ROI?
Project Goal: A Data-Driven Marketing Performance Dashboard
Using Power BI and Excel, this project aimed to build a dynamic dashboard that provides biotech marketing teams with real-time insights to:
- Track ROI, CTR, CPA, and conversion rates across all channels.
- Identify underperforming platforms and optimise budget allocation.
- Analyse customer retention trends to reduce churn and increase engagement.
- Implement multi-touch attribution models (last-click, linear, time-decay) for better decision-making.
Process: Turning Raw Data into Actionable Intelligence
- Data Collection & Cleaning (Excel, Power BI) – Standardized, cleaned, and structured campaign data, handling missing values and inconsistencies.
- Data Modelling & Relationships (Power BI) – Connected datasets (ad spend, clicks, conversions, customer interactions) to create interactive analytics.
- Dashboard Development & KPIs – Designed real-time visualisations to track campaign performance and customer behaviour.
Actionable Insights & Uncovered Trends
- Influencer and search Ads Drive the Highest ROI. Reallocating budgets to these channels can increase conversions and reduce acquisition costs.
Social media and email Underperform—Adjusting messaging, improving targeting, or shifting investment to higher-performing channels could boost ROI.
- Stable Revenue but High Acquisition Costs—A stronger focus on customer retention strategies (e.g., personalised engagement and loyalty programs) can improve long-term profitability.
- Attribution Modelling Reveals that Search and Influencer Marketing Have the Highest Conversion Impact. Moving beyond last-click attribution can help refine budget decisions for greater efficiency.
With the right analytics, biotech firms can transform marketing uncertainty into strategic decision-making—leveraging real-time insights to maximise ROI, reduce churn, and refine marketing strategies.
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