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Making Big Data and Advanced Analytics Work in Pharma Marketing


By focusing on the wealth of data captured from non-personal promotions and inbound and outbound prescriber interactions, marketers can apply advanced analytics to create a 360° view of their customer and deliver relevant, personalized offers. The discussion will include best practices in creating centralized customer data; how to use and analyze interaction data across the brand, franchise or company; how to expand brand marketing programs globally, complying with regional privacy regulations; how to overcome barriers, such as declining access to prescribers and greater regulatory and legislative scrutiny; and how to implement a customer-centric multi-channel approach.