Benchmarking the competitive digital landscape to improve global asset unification
A client challenge
A large, global pharmaceutical company wanted to understand how digital assets were deployed across its various regions and on how these assets compared to the competition. From these findings the organization wished to extract best practice on each asset across the three points of customer understanding, content strategy and unification.
Our approach to the client challenge
DT Consulting undertook a rigorous 9-month engagement that included the following:
Constructed a weighted scorecard to assess individual digital assets by region. Used the scorecard to undertake a comprehensive assessment of the client and wider competitions capabilities by asset/region. Performed a gap analysis.
Based on the findings of the benchmarking exercise, DT Consulting was able to provide numerous recommendations for improvement of point processes and the unification of these assets to provide more cohesive customer journeys. In addition recommendations were made to consolidate underutilized assets, resulting in 400 websites been decommissioned.