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BIKTARVY® (Global DTC portal)

Blockbuster HIV Campaign • Analytics & Funnels

Summary (Problem → Solution → Outcome)

Problem
  • Week-old slides, inconsistent UTMs, and journey blind spots made KPIs debatable and decisions slow.
Meta:
  • Regions: multi-country
  • Timeline: 9 months
  • Stack: GA4, GTM, Looker Studio (MVP), Tableau
Solution
  • Custom UTM/ID taxonomy + GA4 funnel schema (step-level events)
  • A Looker Studio MVP promoted to a Tableau portfolio dashboard portfolio dashboard, with country and claim-cluster drilldowns.
Outcome

↑ +29%

Journey depth

↑ +38%

SEO decision traffic

↑ +33%

Mobile CTA reach

$3.2M

In-week reallocation

Snapshot

Audience

DTC (patients) on Biktarvy.com and the HIV content hub.

Scale (example)

Jan–Sep ’24 sample: Main Page → Resources, HCP Tools, Podcasts, Events; webinars and conference pages emerged as key feeders.

My role

Global governance & analytics lead: authored the KPI layer, UTM/ID taxonomy, event/parameter spec; built dashboards; ran the weekly Decision One-Pager cadence.

Problem → Solution → Outcome

  • Problem
  • No single truth. Inconsistent UTMs and page grouping produced multiple versions of the same KPI.
  • Journey blind spots. Modules lacked step IDs; path analysis relied on guesswork.
  • Slow decisions. Reporting lagged a week; spend couldn’t follow behavior in-week.
  • Solution (data first, then orchestration)
Custom UTM triggers + ID taxonomy
  • Standardized campaign_id, market, audience, claim_cluster, creative_id, content_id.
  • Lightweight JS helper (where allowed) backfilled UTMs and pushed values to dataLayer.
GA4 funnel schema (consent-aware)
  • Core events: funnel_step, module_view, cta_click, media_play.
  • Parameters: step_id, step_name, step_group (e.g., Medicines, Resources, Podcasts), claim_cluster, content_id, country, device, consent_state.
  • Goal: module-level clarity (which blocks move users), not just pageviews.
Behavior-funnel dashboards
  • Looker Studio MVP for rapid user-flow trees, top paths, drop-offs, by country/therapy/device.
  • Tableau upgrade for fast country↔country comparisons, claim-cluster splits, and a KPI strip (depth, action rate, quality/error signals).
Decision cadence
  • Weekly One-Pager: what changed → so what → now what, with explicit scale / pause / reallocate rules tied to path depth and action rate by country/claim.
  • Outcome (representative)
KPI Layer & Stitching
  • Decision speed. Moved from weekly slide packs to live path reporting and in-week reallocations.
  • Budget clarity. Claim clusters with shallower drop-offs received scaled spend in priority markets within variance guardrails.
  • Trust in numbers. Governed UTMs + event schema delivered ±2% reconciliation platform↔BI; exec adoption rose with the One-Pager.
  • Deeper journeys. Prioritized routes (e.g., Medicines → Take with ease → Find out more) improved module depth and action rate after sequencing changes.

What we built

  • User-behavior tree: Main Page → (Medicines/Resources/Events) → (HCP Tools/Podcasts/…) to expose branches and dead ends.
  • Country toggle (10+ markets): quick flow comparisons to spot localization wins/gaps.
  • Module IDs: webinars, podcasts, HCP tools, and evidence blocks tracked as steps, not generic pageviews.

Methods

  • Path analysis: step-level events → top paths, time between steps, first meaningful action by audience/country.
  • Drop-off decomposition: separate content issues (low engagement on a claim block) from technical issues (latency/error cohorts).
  • Attribution hygiene: enforced UTMs, stable keys for MMM/MTA exports, alignment with paid platforms.

KPI Layer

  • (excerpt)
  • Acquisition: non-brand share, claim-cluster match, country mix.
  • Path/Engagement: steps per session, step-to-step conversion, evidence block dwell.
  • Action: PI/MG downloads, provider-finder starts, conversation prompts.
  • Quality: JS error rate by template, rage-click rate, consent coverage, CWV health.

Stack & Governance

  • Data/BI: GA4 + GTM (consent parameters) → Looker Studio MVP → Tableau (portfolio views).
  • Warehouse: BigQuery/Snowflake daily exports.
  • Governance: KPI dictionary, UTM + ID taxonomy, GA4 event spec, QA monitors, Decision One-Pager ritual.

Selected insights

  • (how it paid for itself)
  • Podcasts vs Articles: In several markets, podcasts drove faster first meaningful actions; we elevated podcast modules and routed compatible paid cohorts.
  • Webinar reskins: Conference highlight pages with embedded webinar cards improved step-to-step conversion; pattern cloned to lagging markets.
  • Medicines path: Moving “Take with ease” higher on mobile increased CTA exposure and step-through rates.

Paid Media & Budget Allocation

  • Using the Funnel to Optimize
  • Back the winning paths. Funnel data showed which modules drove the first meaningful action (e.g., webinars, podcasts, resources). We shifted budget toward creatives and placements that deep-link to those high-yield sections, and trimmed spend on dead-end routes.
  • Segment by country & claim cluster. Weekly readouts compared country↔country and creative claim clusters; we scaled markets/claims with higher path depth and action rate, and capped frequency where saturation or drop-offs appeared.
  • Sequence creative to landing behavior. Ads were mapped to the next best step (not just the homepage): search/social/CTV variants sent patients directly into the highest-converting modules, with on-label copy and MLR-approved risk language.
  • Governed budget moves. A standing One-Pager set thresholds (path depth, action rate, cost per meaningful action) for scale / pause / reallocate decisions; guardrails covered brand safety/IVT, allowlisted healthcare inventory, consent-first tracking, and ±2% platform↔BI reconciliation.
  • Result: faster, compliant reallocations that increased depth through the patient journey and put dollars behind the DTC content that actually moves behavior.

Deliverables you’d receive on a similar engagement

UTM Generator + Governance Sheet

GA4 Event/Parameter Spec

(funnel schema)

Looker MVP + Tableau Pack

(exec, country, ops views)

Decision One-Pager

templates (auto-filled)

KPI Layer & Metric Dictionary

MMM/MTA Export Spec

(governed fields & keys)

Operating cadence

Weekly

15-min One-Pager with scale / pause / reallocate calls.

Monthly

Allocation review (country/claim performance).

Quarterly

QBR (outcomes, risks, roadmap).

Compliance notice: Public materials here are anonymized/redacted and shared for illustrative purposes in line with NDAs, MLR/OPDP/APLB, and HIPAA/GDPR.

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FAQs

Possible, but we default to unbranded + route branded to HCP-auth portals. We follow platform policy and OPDP patterns.

18+ gating, no personal-attribute inferences, fair-balance/disclaimers, strict comment filters, PV/AE triage in ≤24 hours.

Qualified events, attention & completion, and outcome cohorts—rolled up in the Decision One-Pager; MMM/MTA exports provided.