SUCCESS STORY
Global pharmaceutical company
Industry• Pharmaceutical and Life Sciences

Solution• OpenText™ Alloy™

Global pharmaceutical company
expedites actionable businessintelligence

Life Sciences organization gains new insight, generates revenue
with unified view of digital marketing performance from OpenText Alloy

Results
Improved evaluation of campaign
effectiveness in relation to KPIs
Gained ability to adjust marketing
efforts in a timely manner
Enhanced decision-making,return based on accurate
business intelligence

The dashboard allows for metrics
analysis across all brands andregions for unprecedented insight
into campaign performance.

Global pharmaceutical company expedites actionable business intelligence

A key pharmaceutical customer needed a unified view of global
web analytics data across a variety of digital assets, such as
websites, banner advertising and social media. With marketing
campaign metrics and clickstream data coming from a growing
number of analytics platforms—including Google Analytics,
Facebook Insights and YouTube—it had no cohesive way toanalyze the data as a whole. Obtaining the data required visits tothe metric provider sites individually or requesting reports fromtheir marketing agency.
Because timely evaluation of marketing campaign results is essential,
the pharmaceutical company sought to consolidate all campaign
metrics into a single unified view to support decisions based on
accurate business intelligence. Consolidation of all metrics would alsoenable holistic comparison of effectiveness data with defined KPIs.
The continually changing analytics technology space presented an
additional challenge because the client did not want to invest in asolution that would become obsolete or ineffective as more analytics
platforms were added to the marketing mix. A solution that would
protect initial investment and future proof it with the ability to expand
capabilities as needed was necessary to leverage the best of rapidly
evolving technologies.

Improved visibility of customers’ purchasing patterns
and product sales allowed marketing and sales staffs
to focus marketing dollars on initiatives that generated
actual revenue.
OpenText™ Alloy™ provides the value of faster time to market and flexibility
by leveraging its cloud-native configurable services that are optimized
for data integration and harmonization. In addition, the scalable
solution offers the future proofing that eliminates the obsolescencerisk associated with rapidly evolving technology advances.
Alloy seamlessly captures data from multiple web analytics providers
and harmonizes it into a single data model for access and analysis via
a thin web application dashboard. Built as a platform-as-a-service
solution, it enabled the pharmaceutical client to dramaticallyincrease the speed and agility with which valuable information isdelivered across the business—while maintaining a high level of user
confidence in its accuracy.
Alloy accessed application programming interfaces (APIs) to retrievedisparate data points from web analytics platforms that included
Atlas Solutions by Facebook, Bing Ads, Facebook Insights, GoogleAdWords, Google Analytics, Google DoubleClick and YouTube. These
data points are then broken down into two primary types: metrics anddimensions. Metrics consist of the actual data, for example, numbersof likes, views, clicks, impressions and subscribers. Dimensions arecategorical variables that provide attribute filters on the metrics.

Global pharmaceutical company expedites actionable business intelligence

Although each provider aggregates information on the individualplatform, Alloy’s harmonization capabilities builds another layer ofaggregation that enables insight across all of the organization’sdigital assets.
Data is now not only easy to access, but the client-facing dashboard
supports a wide range of functions. Users can run reports, createcustom data filters and views, build graphs and tables, and importand export analytics data. By providing one easy central point ofaccess to all analytics, the dashboard allows for metrics analysis
across all brands and regions for unprecedented insight into
campaign performance.

Timely, improved visibility of customers’ purchasing patterns andproduct sales in different regions allowed the pharmaceuticalcompany’s marketing and sales staffs to focus marketing dollars on
initiatives that generated actual revenue. At the same time, overallmarketing expenditures were reduced due to improved targeting ofpotential customers.

About OpenText
OpenText, The Information Company,
enables organizations to gain insight
through market leading information
management solutions, on-premises orin the cloud. For more information aboutOpenText (NASDAQ: OTEX, TSX: OTEX)
visit opentext.com.
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