Initial context: multiple channels, a fragmented vision

pharmaSuisse, the umbrella association of Swiss pharmacists, has a complex digital ecosystem:

  • a B2B website for members of the association
  • a B2C website for the general public
  • several satellite sites dedicated to specific campaigns,
  • a newsletter sent out regularly by an external service provider,
  • and even a separate sub-domain, hosting articles related to these newsletters.

In other words, different marketing channels are managed by different players, each with their own tools and responsibilities.

A rich set-up, but one that poses a real challenge when it comes to getting the data to convey insights all together. And this, despite an analytics setup already in place.

The challenge: linking worlds to give meaning to data

When Björn Ittensohn, Web Project Manager at pharmaSuisse, took over the coordination of all the sites, he set himself a clear course: gain autonomy, structure data collection, and better leverage marketing efforts.

At Liip, we approached this mandate as a strong partnership with a posture of advice, support and transmission. Our role was not to deliver a “turnkey” solution, but to act as a link between the business, marketing and technical worlds, working hand in hand with Björn.

What we've done together

1. Unifying data despite the diversity of service providers

The first task was to reconnect all points of contact, despite the variety of channels and players involved.
We supported Björn and his partners in the complete structuring of UTM parameters:

  • the newsletter, sent by an external service provider via a dedicated tool,
  • digital and physical campaigns, with their own distribution logic.

Each channel has its own specificities: paper prints with QR codes, segmented mailings for the general public vs. professionals, sponsored content on external platforms...

Result: a unified UTM strategy, designed to enable relevant and consistent performance segmentation:

  • By audience (pro vs. general public)
  • By medium (print vs. email)
  • By language, distribution channel, sponsored content...

And here again, no obscure or closed solutions: everything was documented and shared via a simple collaborative Google Sheet, accessible to all partners. No confining proprietary tools, just common sense and transparency.

2. Aggregating multilingual performance

The Swiss reality is also one of multilingual communication. But for analytics tools, this often means:

  • the same article duplicated three times
  • 3 URLs
  • and therefore three sets of data... to be aggregated manually.

Together with the Liip development team, we designed an implementation of unique identifiers per content, regardless of language.

Results:

  • Automatic consolidation of multilingual statistics
  • Fewer manual operations
  • Clear, concise KPIs, ideal for presentations to management
    And this is a point that is often underestimated:

    Management has neither the time nor the inclination to read ten detailed reports.
    What they want are key, well-consolidated figures that are easy to interpret.

Our work has therefore also enabled Björn to communicate better internally, by becoming clearer and more concise.

3. Hands-on coaching and geographical proximity

Several face-to-face working days were organized at Liip's offices.
We have:

  • built customized dashboards in Looker Studio
  • unblocked technical issues (custom dimensions, calculated fields, regular expressions...)
  • and above all: passed on the skills Björn needed to become self-sufficient.

No more need to call on us for every new requirement. Our customer now has the ability to produce customized reports at any time.

And because Liip is based all over Switzerland, this collaboration was able to take place “eye to eye”, in a human and local logic. A real transmission of knowledge, quite different from what is often seen in off-shore collaborations.

What makes Liip different

This mandate perfectly embodies our way of working:

  • Understanding business objectives, not just metrics.
  • Translating business needs into powerful, even complex, analytical logic.
  • Working transparently, in a spirit of collaboration with all partners involved.
  • And above all: training and empowering our partners, so that they become the actors of their own solutions.

Results for pharmaSuisse

  • A consolidated view of multi-channel performance. A clear UTM strategy, shared between several service providers
  • Business KPIs aligned with actual objectives
  • Clear, concise reports tailored to top management
  • Greater autonomy over Google Analytics and Looker Studio

What about you?

Do you work with several partners, several channels, several languages?
Do you need to convince your management with clear figures, but are struggling to put them together?
Do you want to increase your autonomy while strengthening the quality of your data?

We can help you connect the dots. And make your data work for you.