The Abbott Insights Hub - Global marketing insights platform powered by Market Logic - Market Logic Software
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case study
The Abbott Insights Hub
Global marketing insights platform
powered by Market Logic
Market Logic © 2018 CONFIDENTIAL | 1“Connective tissue for insights across our business” – both
liberating expertise from siloes and creating cross-division
expert communities provides one central platform for 2,000
research projects, 8,000 documents and 500 concept tests”.
Paul Bould
VP Global Marketing Insights at Abbott
With more than 99,000 employees in 150 countries, Abbott is a truly global organization that
creates and delivers breakthrough products that help people lead happier, healthier lives all
across the world. Whether in diagnostics or medical devices, nutrition and pharmaceuticals,
Abbott innovations build on up-to-the-minute research and a deep understanding of what
consumers want and need. To create a spirit of collaboration and fertile exchange, the
company deployed a global insights platform, the Abbott Insights Hub, that ensures that
Abbott innovations are built on a firm, durable foundation of knowledge.
Industry Annual turnover Marketers Insights professionals
Healthcare €27.4 bil in 2017 500 85
Unilever Case study Market Logic © 2018 CONFIDENTIAL | 2The challenges
Over more than a century, healthcare and pharmaceuticals giant Abbott diversified and
developed, spreading worldwide across several industries. Today it is a decentralized
organization with multiple businesses in more than 150 markets. As a consequence of
the company’s dispersed network, Abbott lacked a unifying research communications
infrastructure for teams to share knowledge across businesses. That severely limited
collaboration on insights and discussion of the implications of various findings. A lot of
expertise, experience and cutting-edge research was hidden in pockets around the world,
stifling opportunities for cross-company synergies and efficiencies.
To address the problem, the Abbott insights team looked to create a more transparent,
single, cross-divisional source of insights, expertise and knowledge that could optimize
costs across the company and accelerate speed to insights. By uncovering areas of
excellence in the organization and promoting them across the company, the team aimed
to foster a cross-Abbott culture of improved insights sharing and collaboration. The
challenge was clear: to support fresh innovation, Abbott needed a world-class knowledge
management solution.
The Abbott Insights Hub journey so far
Powered by Market Logic, the Abbott Insights business questions,along side easy ways to
Hub runs across the corporate marketing, subscribe to continuous reports. Fast and
nutrition, diabetes care and established flexible search tools and personalized updates
pharmaceuticals divisions. Paul Bould, are provided, so employees have the granular
divisional vice-president of marketing insights results they need, when they need them.
at the company, describes it as the “connective
tissue for insights across our business” – both By evaluating agency contributions, the
liberating expertise from siloes and creating insights team boosts quality and keeps
cross-division expert communities. content flowing, using a similar process of
appraisal to proactively test and introduce new
To promote knowledge across the organization, data. That makes sure that the Abbott Insights
the Abbott Insights Hub curates core research Hub stays relevant and valuable, which in turn
in knowledge zones, where subject matter helps the company market its platform to
experts create magazine-style pages to share stakeholders in newsletters.
thinking. A rich historical database supplies a
deep and broad resource for examining past All of these success factors were used to
work, while agencies are tasked to upload expand the reach of the Abbott Insights Hub
new results, so the platform always has fresh over time. As value was proven in one division,
and up-to-date research available. Reports that success was used to argue the case for
are generated that combine historic and new further deployment of the solution in which
research with one-click reports to answer divisions, increasing its value.
Unilever Case study Market Logic © 2018 CONFIDENTIAL | 3Insights at Abbott: life with the Abbott Insights Hub
Before the Abbott Insights Hub was require when they join the company and
deployed, Abbott insight managers would need to be brought up to speed.
spend up to ten hours over two weeks
hunting through past research for answers For its next steps, the Abbott Insights Hub
to marketers’ questions. Today, managers is set for a period of evolution, including
simply run an instant search and get a insights automation to manage global teams,
report on one piece of paper with all of whether they do budget planning or project
the answers they need. Over one 12-month execution, so they work more efficiently. At
period, 6,000 searches were conducted on the same time, the company will oversee
the hub, totalling a potential saving of over an expansion of research and content by
60,000 hours of time and effort — a little including secondary sources and structured
over 100 hours per user. and unstructured data on the platform. Further
leveraging of cognitive AI capabilites will help
Abbott marketers also use the Abbott automatically summarize answers to questions
Insights Hub every day to understand their and proactively suggest insights at the point in
brand’s opportunities and challenges, then processes where they are most relevant.
using that understanding as a starting
point from which planning can proceed. Meanwhile, by fostering a culture of sharing
New creative work also often begins with and collaboration, the Abbott Insights Hub
reference to the platform, as teams trawl is helping teams move towards a fuller
past copy tests as a source of inspiration. understanding of Abbott’s target groups and
At the same time, the Abbott Insights Hub their needs, as well as which research will
collates all of the insights new employees help them, and how.
10 hours effort + waiting time to find
answers to marketers' business questions 2 hours Extract
relevant info
3 hours Trawl through
reports
1 hours email
colleagues
2 hours
Search other
portals
Search primary
2 hours research
Unilever Case study Market Logic © 2018 CONFIDENTIAL | 4“The transformation of Abbott from pharmaceuticals to
healthcare, where the Insights Hub was essential to unify the
business across silos and regions.”.
Carlos Hernandez
Customer Whisperer | Leader, Consumer Insights: Deeply Grasps
Customer Needs, Bridges Gap of Consumer and Corporate
Return on Insight
As a publicly listed company, Abbott Insights Hub to readily identify efficiency
leadership and executives to report their savings, speed-to-insight measures,
contribution to sales shares and the bottom and cost-avoidance outcomes such as
line every quarter. Because they have to reduction in duplication of research
answer to the board and shareholders, projects. Also in the pipeline are new
insights executives need to be able to methods of using the Hub to record
prove the ROI of their insights across the the impact of insights on commercial
organization to multiple audiences, using metrics, including sales, market share and
hard metrics where they relate to efficiency. percentage improvement. To accompany
these new data points, Abbott will also
Insights executives tasked with reporting issue score cards across their network of
ROI on their investments are using the research agencies.
Unilever Case study Market Logic © 2018 CONFIDENTIAL | 5About Market Logic
Market Logic helps the world’s best brands to make fast, winning decisions that accelerate
growth. We do this with marketing insight platforms that automate innovation, marketing and
research workflows, with the right insights at the right time. Market Logic supports brands in
190 countries across CPG / FMCG, retail, finance and media sectors. We employ 300+ software
developers, data scientists and marketing professionals at regional headquarters in Berlin
Germany, Chicago Illinois and Singapore.
www.marketlogicsoftware.com
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