To jump-start product sales and awareness of Systane Complete, Alcon launched a 360-degree marketing campaign in April 2018 designed to reach the 30 million people living with dry eye in the US. Since the OTC dry eye drop segment has relatively low household penetration, the company needed to maximize the efficiency of its budget by strategically targeting its core consumers. Measurement would be critical to its success. But the window for analysis was short if Alcon’s marketing team wanted to leverage those learnings to inform their 2019 plan and budget. See why Alcon turned to its long-time measurement provider Nielsen to get the performance insights it needed, fast.
With each Nielsen marketing mix modeling analysis, CAS has seen its return on advertising spend continue to...
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