Gaining a 360 Degree View of the Customer, Session 3: Knowledge is Power, We Need to Go Nuclear
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Description
This session will focus not only on the evolution, but the revolution, of the digital landscape, and how data and enhanced learning algorithms are key drivers of campaign success. With cutting edge ad and marketing technologies combined with advanced analytics, digital media can deliver more comprehensive insights and allow Pharma to achieve the 360 degree view of the customer. In this session, we expound on the different components of digital analytics (ROI, MMM, Digital Attribution, audience composition, and more) with how social media is assimilating into the mix. While this may be a topic that will seem overwhelming, it’s just math and this will not require an advanced degree. Understanding the basics will allow marketing and sales staff to expand the possibilities and bolster their assessment of derived value, validating return on investment and strategic advantage.
Presenters:
- Laura Jenkins Jirele, Vice President, Insights & Analytics, Medicx Media Solutions
- Michael Joachim, Vice President, Sales, Medicx Media Solutions
- Tom Jirele, US Data Science Lead, Cognizant