Haleon

A New Era of Analytics in Pharma:

How Haleon Increased ROI by 30%

with Data

The Challenge

Haleon, a consumer healthcare manufacturer, primarily sells through offline channels (pharmacies, drugstores, and supermarkets) via external partners. This made it difficult to:

  • Measure the ROPO effect (Research Online, Purchase Offline)

  • Track the impact of online media on offline sales

  • Compare performance across media channels, due to inconsistent metrics

  • Plan and forecast in real time, as data arrived infrequently and with delays

The Strategy

To address these challenges, Haleon implemented sMMMart AI, which is a smart media mix modeling solution that uses AI and automation for more effective decision-making.

Here’s how it helped:

  • Advanced econometric modeling (updated monthly) sMMMart AI measured the impact of both online and offline media on offline sales. The model accounted for brand specifics, seasonality, and point-of-sale type, and was refreshed with new data every month.

  • Automated feature engineering A dedicated module prepared and standardized variables across channels, allowing for consistent and comparable performance metrics.

  • AI-driven forecasting and scenario testing Haleon could simulate budget allocation strategies, evaluate their impact, and forecast sales to identify the most effective investment mix.

The Results

+30%

ROI increase across all channels

+4%

sales growth among retail partners

+137%

ROI growth in channels previously considered low-performing

““Implementing sMMMart AI confirmed our belief in the value of artificial intelligence as a tool supporting our marketing strategy. It has exceeded our expectations, providing a consistent and clear picture of media performance, which is key to understanding the effectiveness of spending. It not only allows us to monitor campaign progress in real time, but also to identify specific areas for optimization. This solution allows us to react quickly to changing conditions and adjust activities to maximize reach and engagement at minimal cost.”
Agata Czech
Marketing Director of Haleon