DTraC™

SRI’s DTraC™ offering is designed to dynamically track the impact of direct-to-consumer (DTC) advertising campaigns in real time. The platform measures campaign reach, audience recall, and the extent to which ads prompt patient discussions with healthcare providers. It captures detailed data on viewer demographics and media habits to optimize future targeting and identify the most motivating aspects of each campaign. By monitoring actions taken by both ad viewers and non-viewers, DTraC helps refine media purchases and improve overall campaign effectiveness. Insights are gathered across multiple waves to support continuous improvement of execution strategies. The end goal is to achieve greater campaign success through ongoing, data-driven adjustments.