Align Know-how is a worldwide medical machine firm recognized for its trade main Invisalign™ system, iTero™ intraoral screeners and digital providers, and exocad ™ CAD/CAM software program. The corporate partnered with Wharton AI & Analytics for Enterprise (AIAB) and Wharton Analytics Fellows (WAF) to grasp the efficiency of its advertising campaigns and to foretell which mixture of outreach would result in probably the most gross sales with dental labs, basic practitioners, and orthodontists. The Wharton college students narrowed the challenge to the next key targets:
To know Align’s advertising marketing campaign efficiency on gross sales for various kinds of prospects within the dental trade.
To offer Align with knowledge observations and actionable suggestions.
To know how Align’s advertising campaigns labored on totally different segments of the dental trade, the scholars took a deep dive into knowledge for each gross sales and digital belongings, comparable to emails, social media, and gross sales calls. They analyzed the shopper segmentation and gross sales success price within the salesforce knowledge at every conversion step. The scholars additionally studied volumes and developments in digital belongings and the correlation and textual content insights with pure language processing (NLP) and visualization.
Linking time collection evaluation with the marketing campaign timeline, the scholar crew labored to find out which methodology labored greatest with which phase of consumers, and the crew approached the information with comparative date developments throughout digital belongings.
The coed crew additionally used clustering for buyer archetypes, which present a homogeneous knowledge set, whereas their try to make use of machine studying methods for predictive modeling was inconclusive.
From their modeling, college students assessed a number of touch-points alongside Align Know-how’s gross sales funnel, together with outbound calls, emails, webinars, demos, and digital belongings to find out efficiencies at every step of the cycle.
The crew supplied instrumental insights on particular advertising and gross sales initiatives which might be the simplest in producing leads and conversions amongst totally different buyer segments. Importantly, the crew additionally made particular suggestions to leverage third celebration instruments with a view to enhance the tracing of engaged leads, qualifying these leads, and their subsequent engagement for a gross sales conversion.