Marketing attribution: Media budget-setting for pharma brands

This article argues that media agencies can and should help advertisers at the budget setting stage, and explains three models which together can help to predict sales based on budget in the pharmaceutical industry.

Marketing attribution: Media budget-setting for pharma brands

Wahab GhaznaviAssembly

Without historical data, estimating revenues before launching a marketing campaign can be highly unpredictable, particularly for pharmaceutical brands. But an innovative approach that involves triangulation allows media agencies to go beyond mere execution and become a strategic partner involved throughout the revenue estimation and marketing budget-setting process.

Precise attribution fuels effectiveness

This article is part of a collection of pieces on marketing attribution. Read more.

Media planning and buying agencies have tended to avoid the tricky process of predicting sales, preferring the role of executing plans rather than...

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