Do you feel bulldozed when you see big data?


W.E.B. Du Bois a Harvard Scholar said “When you have mastered numbers, you will in fact no longer be reading numbers, any more than you read words when reading books. You will be reading meanings.”

The workshop on Comprehensive Data Analysis (CDA) will precisely help you read the meanings behind the vast numbers, weave a story based on your observations and analysis and plan a future course of action leading to the creation of a MEGA BRAND.

Comprehensive Data Analysis

Prescription research data, shop audit data, internal MIS data, and data collected at pharmacy retailers are very useful inputs. None of these, however, are stand-alone data. You need at least three or four data sets. The insights you generate as a brand manager from these three or four datasets should become the most important output for your brand after the CDA is completed. 

1.  Shop audit data research provides quantitative data like unit sales for market share and growth for your brand or your company. Data is collected from a panel of wholesalers, and distributors and represents over 80 percent of the Indian pharmaceutical market. Shop audit data is what happened in the past.

2.  Internal MIS Data (Management Information System) is your internal department controlling hardware and software systems. You can use it for business-critical decision-making for your brand. MIS is used to track sales and sales trends, inventory, and related business information. MIS, stores and organizes data, enabling the brand manager to generate reports and analyze data to address business needs and inform planning. Internal MIS Data will speak about the current situation.

3.  Continuous prescription research data will provide you with qualitative feedback which is based on quantitative prescription data analysis. Continuous prescription research will help you to understand the markets and brands and competition. Continuous prescription research data is futuristic and is a great guide for your future actions.

4.  And finally you have the data you and your field colleagues have generated through a retail pharmacy audit, often called as Retail Chemist Prescription Audit (RCPA).  RCPA is an important tool in the repository of pharma sales and marketing personnel. RCPA is a must for a brand manager while working in the field. Moreover, the feedback from doctors also adds to the data sets you must consider – These serve as current data sets  

Having said this you need to collate all the datasets for a meaningful outcome. Past, present, and future can all be linked to creating a mega brand.

How will you effectively use these four datasets to analyze and generate actionable insights for your marketing strategy? This is what you will learn during the workshop on Comprehensive Data Analysis (CDA) Workshops.

CDA Workshops will help you answer what the numbers mean to your brands and what action should be taken to enhance prescriptions and thus the sales of your brands and your company. Remember the words of the Father of Brand Management, late Prof. Chitta Mitra always said: “The health of your brand/company is directly proportionate to the prescriptions you generate for your brand/company.” So looking at just one dataset may not be adequate or appropriate. All four collated and viewed together will help your brand grow exponentially.

Data analytics is not intimidating when you do a Comprehensive Data Analysis. And that’s what your learning will be at this workshop.

CDA Workshops are customized for corporate clients. We do not solicit data from any research agency. Data has to be provided by the client for the workshop. Even if one dataset – especially prescription research data or shop audit data – is not available, the workshop would not be meaningful. All in the marketing team, right from the CEO and the head of sales and marketing downwards should participate.  

The optimum batch size is 18 to 20 people. We discourage any number above this, lest we may not be able to give personalized attention and do injustice to the participants.

Please note: CDA is an iterative process. Once learned during the CDA Workshops, it is best to repeat at least thrice a year on your own. 

Explore the Comprehensive Data Analysis (CDA) Workshops here.

Written by: Vivek Hattangadi, Pravin Virkud & Zena D’souza.

Write a comment