The brief
Based on global objectives Boehringer Ingelheim commissioned Nitro Digital to provide a tool for brand teams to share information and compare communications performance across campaign, brand and channel.

The solution
Based on a detailed requirement gathering and usability analysis Nitro Digital designed an algorithm to assess the effectiveness of print and web based communication initiatives. The algorithm combines publication credibility, readership, tone and advertising value equivalent to create an index that allows comparison of brands, campaigns and agencies performance. The algorithm was deployed in a secure web based application that allows remote agencies to load in data to be reviewed and brand managers to share performance data.

The result
Aside from huge amounts of cheering at the last company communications get together the application provides a clear route to ROI and allows BI to target resources effectively and measure outcomes. The information sharing and workflow encourages the development of 'best of breed practices.' The application is a valuable global strategic asset of BI's and we loved developing it for them.