Pharma

Webservices from Multivariate Algorithms Inc.

• 30-40% of WebTrends, Atlas DMT and Double-Click data is ‘garbage’

– Not ‘sessionized’ - Not sourced by ‘requesting IP address’– No integration with external databases– No fraud control “Lost in reports and definitions”

• We converts web logs into databases of sessionized records and then dissect information strings which accurately determine, by IP address, exactly what each visitors requested at your web site, AND what responders to online advertising actually did during their PAID web site visits. We called it organizing logs into “Data-Driven Discovery Paths”.

• We can program to automatically correlate this information with past survey behavior and/or other collected historical data

– Matches for registered users of TheInfoTool– one-line product users

Multivariate Algorithm’s Cognos Cube™

Abbott Laboratories Case Study

• Two DTC- Pharma applications

– Client did not believe that the online audience:• Was large enough to justify significant online budget, • Thought visitors were ‘tire kickers’ (not qualified prospects) • And questioned whether or not maintaining both branded and unbranded sites

is necessary

– Wanted to know what happened online after launch of first DRTV television commercials


Abbott Laboratories Case Study

• Average visits per week: 7,913• Average unique visits per week: 6,265• High: 10,323• Low: 6,108• Average visit length: 6 min 12 sec• Median visit length: 2 min 40 sec

• Branded DRTV launch in late March drove visits up through April

• Humira email survey blast in mid-May increased traffic slightly

Weekly Humira.com Visit Trends for 2004

02,0004,0006,0008,000

10,00012,000

1/4/

2004

1/18

/200

42/

1/20

042/

15/2

004

2/29

/200

43/

14/2

004

3/28

/200

44/

11/2

004

4/25

/200

45/

9/20

045/

23/2

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6/6/

2004

6/20

/200

47/

4/20

047/

18/2

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8/1/

2004

# of

Vis

its

Visits Unique Visitors

Top 5 Most Visited Pages

#1 About Humira #2 Considering Humira #3 Common Questions Asked

#4 Professional#5 Patient Programs

RA.com – 2004 Weekly Visit TrendsWeekly RA.com Visit Trends for 2004

02,0004,0006,0008,000

10,00012,00014,000

1/4/

2004

1/18

/200

42/

1/20

042/

15/2

004

2/29

/200

43/

14/2

004

3/28

/200

44/

11/2

004

4/25

/200

45/

9/20

045/

23/2

004

6/6/

2004

6/20

/200

47/

4/20

047/

18/2

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8/1/

2004

# of

Vis

its

Visits Unique Visitors

• Average visits per week: 8,098• Average unique visits per week: 6,502• High: 10,829• Low: 6,414• Average visit length: 32 min 54 sec• Median visit length: 2 min 30 sec

• Reuters feed update in early January drove visits up significantly

• Homepage redesign in mid-April increased traffic for a few weeks

• RA Catalog launch in mid-May with media blitz increased traffic the week of launch

Top 5 Most Visited Pages

#1 RA In Depth #2 Drug Guide #4 How Serious is RA?

#3 OA versus RA #5 Interactive Drug Tool

Profile of Online Registrants

BEFORE & AFTER DRTV LAUNCHQUALIFIED LEADS USING ANOTHER BIOLOGIC

0

50

100

150

200

250

300

Qual Lead 57 102 319

3/1 - 3/21 3/22 - 5/21 5/22 - 7/31


BEFORE AND AFTER DRTV LAUNCH RA.com QUALIFIED LEADS USING ANOTHER BIOLOGIC

0

10

20

30

40

50

Qual Lead 4 23 41

3/1 - 3/21 3/22 - 5/21 5/22 - 7/31


• John Kerry online media ROI analysis

Forget Clicks and Qualified Leads

…. Its Dollars

Tracking Online Contributions for A Presidential Candidate


John Kerry Campaign Online Media Analysis Case Study

Each user can access a remote desktop that interacts directly with each cube allowing for drill downs on Placement => Size => ContentImpressions => Clicks => Cost by source => Actual Contribution => ROI


Custom OLAP Views of your Sessionized Weblogs

By Lifestage and Income Groups

Message Comparisons

•The auditable basis of this presentation is the data found within weblogs collected by your hosting webserver.

• Typically Apache and IIS extended format log files.

• These files contain time stamped downloads made by the webserver to a requesting browser.

• This information is strictly organized by the time stamp

• We “Sessionize by ‘requesting IP address’ sourced .• Establishing discovery paths and one hit requestors• Tracking cookies and adserving

• Custom data base tagging and merging•Appending zip code level demographics• matching back to product users and survey responders


1.) Raw Weblogs from Website Server: Chronologically ordered Requests


2.) Requests Ordered by Sessions


3.) Ordered requests within a “sessionized” visit


4.) Custom Coding on that sessionized Database

Complete accountability remains with the data as

29,437 records found in web log file and29,340 records found in sessionized file


5.) Development of “Discovery Paths” within a session


6.) WebTrends Versus Multivariate Sessionizer


Attempted Hacking that increases Visits and Dwell time

Attempted Hacking that increases Visits and Dwell time

Multivariate Sessionizing Algorithms provides

Total accountability of ALL traffic Uses every record from each log file to create sessions

These sessions track “Discovery Paths” used by visitorsCan quickly identify Bad traffic that WebTrends counts

Get critically accurate counts and dwell timesInsure that Flash components get loaded and viewedHarvest information into the corporate data bases

Go beyond reports that confuse and mislead owners


Documents

Pharma