This digital shift necessitated a cultural change towards embracing data and analytics as integral to campaign planning, execution, and evaluation of customer engagements across digital platforms. Intellishore partnered with Novo Nordisk's Digital Media Hub, spearheaded by Martin Almar Meier, Associate Director of Digital Media Excellence, to navigate these changes.
"Intellishore has played a pivotal role in building a robust data foundation and equipping us with the necessary tools and processes to derive meaningful insights from our Paid Media activities," says Martin Almar Meier.
He further notes the complexity of operating within a global organization like Novo Nordisk, which presents unique challenges in data unification and ensuring relevancy to diverse user groups. The partnership's success in the digital media space can be attributed to three key focus areas:
1. Building a Robust Data Foundation
The foundation of a digital-first strategy is trust in the data provided by digital channels. This both required a close collaboration with stakeholders across Novo Nordisk marketeers and a harmonization of metrics across the various marketing platforms. Here Intellishore helped to succeed with the following main aspects of the data foundation:
- Efficient data extraction processes from Paid Media channels into a centralized Novo Nordisk platform.
- Integration of a scattered ad account landscape across regions into the Novo Nordisk ecosystem.
- Standardization of Paid Media metrics and KPI definitions to establish a common language.
These steps ensured a consolidated and clean data repository, allowing Novo Nordisk to analyze Paid Media data holistically rather than piecemeal.
2. Transforming Data Insights into Actionable Intelligence
2. Transforming Data Insights into Actionable Intelligence
With a solid data foundation, the focus shifted to developing user-centric tools that transform complex data into actionable insights. The starting goal was to create a comprehensive dashboard for Paid Media insights, providing real-time access to data, facilitating rapid and informed decision-making, and enabling marketers to adjust campaigns proactively.
The real-time analytics capability now allows for immediate optimization, a stark contrast to post-campaign analysis.
3. Enabling Real-Time Decision-Making through GenAI capabilities
3. Enabling Real-Time Decision-Making through GenAI capabilities
Standing at the precipice of an AI revolution, Novo Nordisk is exploring the potential of Generative AI within their robust data infrastructure. Moving away from predefined dashboard insights, new AI capabilities now enables Novo Nordisk to interact with data dynamically, making real-time decisions through natural dialogues with the GenAI bot.
The release of the first MVP has marked a significant milestone, allowing users to converse with the system, seeking insights, advice, and predictions on active campaigns instantly.
This case study – Navigating Digital Transformation in Pharma – not only highlights the digital transformation strides taken by Novo Nordisk and Intellishore but also illustrates the power of strategic partnership in driving innovation and transforming business practices in the pharmaceutical industry.