Analytics

Everything we do begins with analytics, powered by W2O’s proprietary analytics platform, AOS.

Analytics allows us to build unfair advantage for our clients. By integrating the latest advances in artificial intelligence (AI) and machine learning (ML), we are able to expedite “speed to insight” and democratize vast data sets using advanced methodologies.

150+ analysts, data scientists & researchers

Analysts
Social scientists (linguists, anthropologists, etc.)
Data scientists
Market researchers
Marketers and communications professionals

“We’re proud to be a full-service, award-winning agency, offering best-in-class research, strategy, marketing, and PR by providing integrated analytics services capable of solving the most complex challenges.”

Seth Duncan

Chief Analytics Officer

Analytics only audience architecture platform

We want to know how an audience speaks, learns, and shares, so we built a proprietary analytics platform that maps the digital footprint of 75k health ecosystem profiles, including physicians, healthcare advocates, patients, and hospitals in 173 countries around the world.

Supporting Data

Invaluable insights that deliver measurable ROI

Our breadth of capabilities makes us different.: digital analytics, social media research, and primary research. Through consultative interaction, we can develop the right solution, using the right tool, tailored to your specific needs.

Audience Builder

Identify, listen to, and learn how to align with your target audiences.

Segmentation

Social Graphics
Personas

Influencer

KOL & KOI Mapping
Influencer Analysis

Market

Market Assessment
ATU

Relevance Blueprint

Leveraging “language of the customer” into engaging stories that matter.

Landscape

Channel Analysis
Competitive Audit
Category and Brand

Content

Content Compass
Creative & Message Testing
Content Engine

Experience

Customer/Patient Journey
Relevance/Reputation
Voice of Customer
Monitoring What Matters

Activation Framework

Distribution of audience content across paid, earned, shared, owned, search, and more.

Execution Strategy

Return on Marketing Investment (ROMI) & Scenario Modeling
UX Testing
Segment Activation
Predictive & Mix Modeling
Launch Modeling
Custom Web Analytics Implementations
Web Analytics Training Services
Digital Analytics Consulting

Marketing Technology Consulting

Data ingestion and storage
Ad tech integration
Tool and dashboard development

Measurement Optimization

Optimization and reporting of spend, performance, and ROI against market-shaping KPI’s.

Measurement Strategy

Measurement Brief
Learning Agenda
Benchmarks, Targets

Reporting & Optimization Programs

Performance Analysis & Optimization
Test & Learn, Personalization
Audience Tracking

Business Impact

Custom Attribution Modeling
ROI Analysis
IR Analytics

W2O has developed a robust data Taxonomy consisting of four types of data to ensure data persistence and create efficiencies across the product lifecycle.

“Brands need to drive a much stronger connection with their audiences by moving away from just being different or unique. It’s all about relevancy – not just in the transaction with the customer but to also build loyalty over time.”

Paulo Simas

Chief Creative Officer

“There is an immense amount of data available to healthcare marketers and communicators. Our data science team enables our analysts and researchers to get to the right data via W2O’s proprietary platform, AOS, which results in stronger insights tailored to specific audiences.”

Kevin Johnson

President, W2O marketeching

Understand your target market

Do you want to a build a campaign without the guesswork? Our approach spans a range of data sources to get a 360-degree view of how audiences (broad or super-specific) really think and behave. And we don’t just deliver reports, we also consult and help our clients build cutting-edge teams, implement best-practices, and find innovative technology solutions.

Data Collection

Behavior analysis

Best practice implementation

W2O employs custom research frameworks

The data we provide and our consultative approach to project engagements lead to action or actionable insights to improve strategy and tactics from phase II to III and throughout the brand lifecycle.

Linguistics

Language and lexicon used to discuss disease and treatment
Emotions, concerns, questions, barriers, and challenges
Sentiment drivers

Anthropology

Underlying reason for engagement
Demographics and patient type engagement
Usage of channel and engagement

Sociology

How do patients utilize tools for support and education?
Impact on quality of life (QOL)
Psychographics

Influence

Online Impact: how often are specific HCPs mentioned?
LOK Metrics: how often do they publish and conduct research?
Online influencer: how frequently do they post? How well does it resonate?

“Our digital analytics offering provides our clients with a detailed understanding of key audience behaviors, where to distribute content, what sorts of content should be distributed and a detailed analysis of the return on investment (ROI) from the campaign.”

Chuck Hemann

Author & Head of Digital Analytics

Buy Chuck’s book “Digital Marketing Analytics”

Proprietary Data Warehouse

Our hunger for measuring the results of our programs led us to build our proprietary Data Warehouse. This solution integrates vast amounts of digital data from a multitude of web and media analytics platforms, combining this with offline data sets such as prescribing behaviors, market access and 3rd party adjudicator data.