Impact analysis of commercial actions
A campaign, a call cycle, a congress, a generic entering the market. We measure what really moved sales and what didn't, separating each action's effect from what would have happened anyway.
- Estimated effect +4.4% 90% CI: +2.5 to +6.3%
- Incremental units+3,902 units
- Cost of the action€48,000
- Margin per euro invested€1.14
- Clear effect The whole interval is above zero.
Weekly sales in the territories with the actionHover over the chart
Andalusia, Madrid and Galicia versus 9 control regions
- With the action (actual)
- Without the action (counterfactual)
- 90% range
- Action window
Cumulative effect since the startunits
Design the next one8 weeks
Tap a region to move it between test and control. The calculation shows the effect that split could detect.
Test 45%Control 55%
With an 8-week test and 2 years of history per region.
Every action measured
| Action | Window | Effect | 90% CI | Incremental units | Cost | Margin per € | Verdict |
|---|---|---|---|---|---|---|---|
| Digital campaign to primary care | 8 weeks | +4.4% | +2.5 to +6.3% | +3,902 units | €48,000 | €1.14 | Clear effect |
| Second-quarter call cycle | 12 weeks | +6.5% | +4.6 to +8.4% | +7,256 units | €135,000 | €0.75 | Clear effect |
| Symposium at the national congress | 1 week | +1.7% | -0.5 to +3.9% | +715 units | €90,000 | - | Inconclusive |
| Hospital pharmacy materials | 6 weeks | -0.2% | -2.2 to +1.8% | -127 units | €22,000 | - | No effect |
What happened against what would have happened without the action, with its margin of uncertainty. Pick an action and see its effect.Example with fictional data.
The problem
Sales go up after a campaign and the campaign takes the credit. But the market was already growing, a competitor had a stock-out and the season helped. Comparing before and after separates none of that.
Without that separation, next year's budget gets split out of habit.
What's left running
- Last year's actions in a single record: campaigns, call cycles, congresses and price changes.
- Sales and market data by territory, at the same level of detail.
- A model that compares each territory with what would have happened without the action, with control groups wherever they can be designed.
- Each action's effect with its margin of uncertainty, explained in business language.
- The next action designed so it can be measured: where it runs, where it doesn't and for how long.
What it moves
The return on each line of the commercial budget and how next year's is split. We set the number that matters with you, in writing, before we start.
Tell us how you do it today. Before we start you have in writing what we'd do, which number it will move and what it costs.
Contact meFrequently asked questions
Does it need a lot of data?
Only what you already have: sales or market data by territory and the calendar of actions. If that isn't enough to measure something, we tell you before we start.
Is it a report or a tool?
Both: the first analysis in writing and the model up and running, so you can measure every new action without depending on us.
What if an action didn't work?
We say so. Knowing what doesn't work is half the value: it's budget you can move.