From fragmented data to a single customer view – this is how to make promotional insights actionable

From chaos to control: what a smart data platform does

1. Automatic data harmonization

The problem: Each partner provides data in a different format. Wholesalers send weekly CSVs, retailers share monthly Excel statements, and drugstore chains have their own portals with yet other structures.

The solution: A modern data platform recognizes and harmonizes these formats automatically.

• Product codes are automatically matched (EAN, CNK, internal codes)
• Different time periods are standardized
• Missing data is intelligently completed

Case study: A vitamin manufacturer received sell-out data from 15 different sources. The platform automatically recognized that “VIT-D3-2000” in system A was the same product as “043521” at retailer B. What used to be manual work now happens in real time.

2. Finally omni-channel insight

From silo frustration to 360° insight!

Without platform:

• Sales only sees orders from direct partners
• Marketing only knows market share through IQVIA
• Finance struggles with margin reconciliation
• No one sees the complete picture

With platform:

• Channel performance: Directly see pharmacy channel generating 40% higher sales than retail
• Promotion Impact: Real-time tracking whether that 2+1 promotion at Medimarket attracts new customers or only generates inventory build-up
• Regional patterns: Discover that supplements sell 2x better in Flemish Brabant than in Brussels
• Seasonal insights: Vitamin D peaks in October, not January as sell-in suggested

3. From looking back to steering forward

Predictive analytics for practical decisions. Applications can be built on the platform, for example to automatically generate reports or predict patterns obv historical data and external data:

• Which promotions work best by channel
• Optimal inventory levels per distributor
• Expected ROI of trade marketing investments

Case in point: An OTC manufacturer discovered that promotions at drugstores worked only in conjunction with online campaigns. By using these insights, they dramatically increased their promotion ROI.

The transformation in practice

Everything starts with bringing data together:

• Setup of the platform obv our templates
• Automatic connections to distributor systems
• Upload historical data (Excel, CSV, whatever you have)
• First dashboards live

Patterns become visible

• “Wait, Multipharma sells 70% in only 15 stores?”
• “That expensive gondola promotion only works in university towns?”
• “Our best product underperforms in Brussels?”

Strategic shifts

• Trade budget reallocation to best performing channels
• Promotional calendar based on actual sales patterns
• Targeted actions

What makes the data platform a “lightweight”?

Many companies shy away from data initiatives. Rightly so – traditional BI projects take months and tons of money. Modern data platforms, fortunately, work differently!

Everything runs in the cloud, so you don’t have to manage your own servers or do technical installation. We start small, for example with data from one distributor, and gradually add other channels or data sources when you are ready. Basic insights are quickly available and from there you can build towards more advanced analyses. You don’t need a full in-house BI team either: the platform is made to be accessible to business profiles, with user-friendly dashboards and concrete KPIs relevant to marketing and sales. Later, everything is expandable to other use cases. In short: you pay for what you need and grow with your business.

The unexpected benefits

1. Sales and Marketing are finally speaking the same language

With shared dashboards, traditional discussions disappear. “For the first time, during the monthly review, we can demonstrate with facts which activities are working. Sales sees the same data. The dynamic has completely changed.”

2. Better bargaining power

Retailers respect suppliers who have their data in order. “We can now negotiate fact-based on shelf space and promotions. That results in better terms.”

3. Faster innovation cycles.

With real-time feedback on new product launches, companies can make quicker adjustments. Does the new supplement not work in drugstores but does in pharmacies? Adjust the go-to-market within weeks, not quarters.

The downside of transparency

Fair is fair: full data transparency is not always comfortable. You may discover:

• Years of investment in underperforming channels
• Popular promotions that cost money instead of making money
• Regional differences that upset your strategy

But is not-knowing better? The marketplace is only getting more competitive. Retailers are becoming more data-driven. Consumers expect relevant experiences. Sailing blind is no longer an option.

From insight to impact: the first steps

• Start small: Choose one distributor and two KPIs
• Engage the team: This is not an IT project but a business transformation
• Celebrate quick wins: Share successes to build momentum
• Iterate fast: Perfect data does not exist, 80% accuracy is enough to get started

The life science companies now investing in sell-out visibility are building a competitive advantage that will only grow. Each additional month of data means better models, sharper insights, and smarter decisions.