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1. Business Requirements
- Defined the
- Defined the primary business question: Which marketing channels drive the most value for a DTC healthcare brand?
- Identified key metrics: Sessions, Conversions, CPA, ROAS, Funnel Drop-Off Rates.
- Outlined conversion types: Product purchase, appointment booking, newsletter signup.
- Determined attribution models for comparison: Last-Click, First-Click, Linear, Time-Decay (with planned expansion to Shapley/Markov).
- Specified data requirements: multi-channel sessions, user demographics, events, ad spend, keyword data.
Findings So Far
The interim analysis has already revealed insights that would change spend allocation if applied in a real healthcare marketing setting:
- Awareness channels like Organic and Paid Social are undervalued by last-click reporting, even though they often start journeys.
- Email campaigns provide strong mid-funnel support, bringing users back into the conversion funnel.
- Direct and Paid Search act as closing channels, but over-allocating spend to them risks starving demand generation.
- The choice of attribution model directly changes budget recommendations—linear and first-click models justify higher investment in Social and Email, whereas last-click pushes spend toward Paid Search.