Case Study: a Top 20 pharma company transforms promotional intelligence with Axtria MarketingIQ™

Top 20 Pharma Company boosts promotional ROI 5–25% with Axtria

The customer, a top 20 pharma company, partnered with vendor Axtria to address the challenge of measuring and optimizing its promotional spend across multiple brands. The company sought to move beyond one-off studies to gain continuous, actionable insights into the effectiveness of its marketing investments.

Axtria implemented its MarketingIQ™ decision intelligence platform to provide an always-on solution. This platform replaced fragmented, annual marketing mix modeling with continuous monthly insights, enabling data-driven recommendations. The results included 70-80% of promotional spend being guided by model-driven decisions, a 5-25% estimated ROI lift on reallocated channel spend, and a 4-6 week faster response to performance signals.