Case Study: Top US Pharma Company reduces marketing spend 10% and boosts market share 2% with Axtria's Market Mix Modeling

Axtria Conducted Market Mix Modeling For A Top US Pharma Company

Axtria worked with a top US pharma company that wanted to establish an optimum marketing mix model and calculate ROI for its marketing activities across detailing, digital, television, radio, publications, and out-of-home media. The customer faced challenges with non-granular spend data, overlapping channels, ZIP code size differences, and the need to measure publication impact across different cities and markets.

Axtria built a robust Market Mix Model using US Census Bureau data to localize spend, normalize metrics, and estimate response curves with threshold and interaction effects across channels. The solution also categorized publications into buckets for market-specific analysis and was delivered as a semi-automated marketing mix tool. As a result, Axtria helped the client reduce total spend by 10% while increasing market share by 2% within a year.