Transforming Cipla’s Operational & Marketing Efficiency

Case study - Cipla’s Operational & Marketing Efficiency

Cipla is a leading global pharmaceutical company specializing in branded and generic medicines, APIs, and biotechnology across over 80 countries. Known for its commitment to affordable healthcare and innovation, Cipla operates across a vast network of manufacturing plants, supply chains, R&D divisions, and marketing units.

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THE CHallenge

Unifying Data Ecosystem: Enabling Actionable Insights for Cipla’s Growth

Cipla’s fragmented data ecosystem was limiting its ability to drive actionable business insights for both marketing and operational excellence.

  • Siloed data across marketing, operations, sales, and finance, leading to inconsistent insights and delayed decision-making.
  • Manual and disjointed data integration processes, increasing operational costs and inefficiencies.
  • Lack of real-time analytics, making it difficult to optimize marketing spend and measure campaign performance effectively.
  • High reliance on legacy reporting systems, preventing agile data-driven strategies.
  • Inconsistent customer and market intelligence, affecting ROI on marketing campaigns and new product launch effectiveness.

Despite these hurdles, Cipla aimed to create a seamless experience for its users, reinforcing its commitment to innovation and accessibility in healthcare.

THE solution

Centralized Data & BI Solution: Empowering Cipla with Real-Time Insights & Efficiency

INT. implemented a centralized Data Engineering & Business Intelligence (BI) solution to unify Cipla’s operational and marketing data, enabling real-time insights, cost efficiencies, and improved marketing ROI.

  • Enterprise Data Lake: Built a cloud-based data lake on AWS to integrate structured and unstructured data from various sources, including marketing platforms, ERP systems, and supply chain systems.
  • Automated ETL Pipelines: Developed ETL pipelines using Apache Spark and AWS Glue for real-time data ingestion, transformation, and synchronization.
  • AI-Driven Data Quality: Enhanced data integrity and accuracy through AI-powered classification and cleansing processes.
  • Real-Time Marketing Analytics: Integrated customer insights dashboards using Google Analytics and Power BI, enabling dynamic tracking of campaign performance and audience engagement.
  • Predictive Analytics for Marketing: Implemented AI models for audience segmentation, improving campaign effectiveness by 35% and optimizing marketing spend.
  • Cost Optimization & Self-Service BI: Streamlined inventory management and reporting processes, while providing self-service BI tools to enhance agile decision-making and data governance.

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THE impact

Driving Business Impact: Transforming Cipla’s Marketing & Operations with Data & BI

INT.’s Data Engineering & Business Intelligence transformation delivered measurable business benefits across Cipla’s marketing and operational domains:

  • 35% higher ROI on marketing campaigns, driven by data-driven audience targeting, campaign optimization, and AI-powered insights.
  • 25% reduction in operational costs, achieved by automated data integration, reduced manual interventions, and optimized resource allocation.
  • 30% faster decision-making cycles, empowering executives with real-time analytics dashboards and self-service BI tools.
  • 40% reduction in reporting efforts, eliminating manual data reconciliation and enabling AI-driven forecasting models.
  • Enhanced scalability and AI-readiness, allowing Cipla to integrate predictive analytics for future business needs.

Higher ROI on marketing campaigns

0 %

Reduction in operational costs

0 %
Frame 222

From our point of view, INT. obviously helped us create value. When we started out with a product that barely worked. Now we actually have a mature product used by thousands of users at hundreds of sites.

Malcolm McLean
CTO, Ageas Insurance
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