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Press Release

TGaS Advisors Offers Proxy Measures, Best Practices in Digital Marketing Metrics at PMSA Conference

East Norriton, Penn., May 4, 2010 – Digital marketing is finally getting a seat at the “grown-up” table, according to John Kain and Donna Wray, TGaS Advisors. Kain and Wray will present “Industry Standards and Best Practices for Measuring Digital Marketing Programs” today at the Pharmaceutical Management Science Association (PMSA) Conference in Savannah, Georgia.

Kain, Vice President, Management Advisor, and leader of the Marketing Sciences Practice, and Wray, Executive Director, Digital & Relationship Marketing, at the benchmark and advisory services firm, noted that digital marketing efforts, now averaging 21% of the total brand budget, are at last being taken seriously. It is increasingly clear, they say, that digital metrics can measure and improve both online and offline programs.

Kain and Wray outlined best practices in digital marketing and spoke about proxy measures that are far quicker, cheaper and more actionable than prescriptions for measuring consumer response online. Drawing on data derived from TGaS Advisors Digital & Relationship Marketing Benchmark, which includes more than 60 brands across 20+ companies, they demonstrated how cost-per-enrollment and other proxy measures may be used successfully as Key Performance Indicators, helping brand managers see the “big picture” quickly and efficiently.

In addition, said Wray, benchmark data show that brands overlook many digital marketing metrics that can serve as indicators of program “health,” including cost per visit, enrollment rate through the Web and call center, click-through rate of paid search and opt-out rates.

Kain concluded with five Best Practices in Digital:

  • Label all leads as far “upstream” as possible, with unique IDs to track each lead back to the promotion
  • Look as far “downstream” as possible for measures of lead quality and effect
  • Optimize media based on KPI metrics
  • Watch for spikes and dips in “health” metrics
  • Compare to benchmarks to ensure maximum return

About TGaS Advisors

Ranked in the top 50 among U.S. Business Products & Services companies by the Inc. 500, TGaS Advisors is the leading benchmarking and advisory services firm serving pharmaceutical commercial operations organizations. The TGaS Advisors roster includes the top 10 and the majority of the top 50 pharmaceutical companies with operations in the U.S. market. The firm provides the only comprehensive series of benchmarking solutions and advisory services for objectively improving the strategy and effectiveness of pharmaceutical operations organizations. TGaS Advisors is based in East Norriton, Pennsylvania.