GSK logo-1-1-1

‍

Organization
GSK
‍
Industry
Biopharmaceuticals

Headquarters
Brentford, UK

Global Brand Manager
Anna Morrison

 

GSK’s Challenge: Harnessing Data for Strategic Insights

 

As a global biopharma leader, GSK generates vast amounts of data across its corporate and commercial brands. However, the absence of centralized systems to manage and interpret this data posed significant challenges. While some insights were available, the fragmented nature of their tools left teams unable to see the full picture.

Without a clear understanding of which assets were performing or underperforming, decision-making around content creation was largely guesswork. Teams lacked visibility into which types of content were resonating with audiences or delivering ROI, leading to inefficiencies and missed opportunities.

GSK needed a unified DAM solution to break down silos, connect the dots across the content lifecycle, simplify asset tracking, and enable data-driven investments.

Watch the case study

The OrangeDAM Solution

By adopting Orange Logic’s DAM platform, GSK unlocked a new era of data-driven decision-making. The platform’s advanced reporting capabilities, integrated with Power BI, provided unparalleled insights into asset usage and impact, from downloads to channel-specific ROI.

Key Benefits:

  • Data Integration: Unified reporting linked DAM metrics with agency and internal performance.
  • Content Strategy Optimization: Identified patterns in asset usage to inform production and creative guidelines.
  • Cost Savings: Streamlined production planning and reduced inefficiencies, saving $3M in six months.

 

Real-World Impact

Creativity:

  • Tailored content styles based on utilization trends, pivoting from unpopular imagery to innovative concepts.
  • Developed new tools, including illustrations, to address unmet needs in brand guidelines.

ROI and Planning:

  • Mapped asset usage to agency and channel performance, enabling more efficient investments.
  • Used download metrics to guide production planning, including demographic-specific casting.

 


Discover More
How a DAM Can Help Brands Make Better Data-Driven Decisions