How to Make Sure You’re Not Using Data Just to Justify Decisions You’ve Already Made
October 25th, 2018: "How can an organization tell whether it’s actually letting data inform its decision making — or if it’s merely using superficial analyses to retroactively justify decisions it has already made?..."
Hey, pharma: Data's more than a 'defense mechanism,' ad executive says
October 10th, 2018: "Data is here to stay in pharma marketing. However, while most pharma companies have begun to use data to make marketing decisions, one healthcare agency data veteran sees a recurring problem in the way that data is typically utilized..."
Why Your Advertising Agency Should Be Your Analytics Partner
September 24th, 2018: "Becoming truly data-driven is no small feat, and requires an intimate familiarity with a brand’s daily operations, long-term objectives, and overarching organizational structure. To maximize the ROI of every dollar spent in the market, a brand must not only integrate data-driven decision making into the full scope of its business processes, but must also remain flexible enough to make nimble adjustments in line with what its data dictates — which is why many brands turn to agency partners to help them facilitate this kind of overarching shift..."
What the "Healthcare Comsumerism" Movement Means for Marketers
August 28th, 2018: "The increased ownership over their care decisions has nudged many consumers away from a formalized medical system that has never quite managed to deliver consistently top-notch patient experiences toward a more retail-minded approach focused on their bigger-picture wellness..."
The Healthcare Industry is Complex -- Here's Why That's An Opportunity for Data-Driven Healthcare Marketers
JULY 18th, 2018: "Marketers capable of creatively leveraging data to tackle traditional 'barriers' to success will not only move more units, but empower customers to meet shared goals and improve patient outcomes"
An interview with Kevin Troyanos – SVP Analytics & Data Science at Saatchi & Saatchi Wellness
JULY 13th, 2018: "In the run up to the East Coast meeting, we sat down with the SVP of Analytics at Saatchi & Saatchi Wellness to discuss his experience as a data science leader and how to understand his opinions on how leaders of this nascent function can optimize value for business"
Attribution: Mission Critical for Digital Marketing Measurement
MAY 9, 2018: "Digital attribution models have transformed the way e-commerce companies measure and optimize ad spend along the path to purchase. So why have medical marketers been slow to adopt them?..."
Sensitivity: Important for Bedside Manner and Algorithmic Diagnostics
APR 5, 2018: "Deep learning algorithms hold huge potential for healthcare diagnostics, but they’re not a silver bullet. As adoption of these tools increases, it’s crucial that healthcare professionals and decision makers consider algorithmic success metrics in their proper context..."
Debunking the robodoc: the pivotal role of human-machine collaboration in the future of diagnostics
FEB 14, 2018: "It’s no secret that the future of nearly every industry will involve innovative applications of data. In the healthcare industry, specifically, large-scale, data-driven decision making has the potential to generate as much as $100 billion of value by improving the efficiency of research and clinical trials and building new tools for physicians, consumers, insurers, and regulators that improve and personalize the patient experience..."
Big Predictions: Agency Gurus on the Future of Data in the Industry
FEB 8, 2018: "Up until now, medical marketers have deployed data analytics as a tool of retrospection. Analytics have provided a great way for marketers to look back on what has happened, a prism through which to view — and learn from — historical behavior. But as productive as this has been, it only scratches the surface of data analytics' potential..."
JAN 18, 2018: "As researchers and analysts, we interact with a wide array of market research pros in the health and wellness space. In recent months, we've noticed a hesitancy to adopt algorithmic-based research techniques. Many traditional life sciences market research pros have confessed a fear that big data and machine learning will take over their jobs..."
Analytics is a team sport -- what position do you play?
JAN 2, 2018: "There’s no “I” in data. Despite the inarguable importance of data and analytics in today’s marketplace, our country’s demand for analytical talent has quickly outpaced the supply of talent. In other words, although the value and volume of data continue to grow, we’re facing a significant shortage of people who know how to work with and deploy it in the workplace..."
Using Predictive Analytics to Fight Non-Adherence: Lessons from Telecom
DEC 26, 2017: "Predictive analytics have transformed the way the telecom industry communicates with existing customers and distributes its resources to maximize customer retention. Can healthcare companies leverage the same analytics techniques to combat patient non-adherence..."
My Transition from Traditional Consulting to an Analytics Role at an Ad Agency
DEC 19, 2019: "To the average person, both “consulting” and “analytics” tend to be perceived as floating signifiers, as catch-all terms that the corporate world uses to refer to any number of ambiguous business-related activities. As someone with professional experience in both sectors, I can attest that while “consulting” and “analytics” do mean different things to different people, they do in fact, generally speaking, require a similar skillset..."
PM360 Innovators, Products: TrueTargetML and LapsePredictML
DEC 17, 2017: "Saatchi & Saatchi Wellness (SSW) developed two unique solutions that apply machine learning approaches to predict (1) which physicians are most likely to try, adopt, or remain loyal to a specific medication in the future; and (2) the likelihood that patients will persist and remain adherent to their prescribed medications..."
Predictive HCP Targeting: What is it, and why aren't more brands leveraging it?
OCT 27, 2017: "Historically, pharmaceutical marketers have analyzed efforts aimed toward healthcare providers (HCPs) by looking solely at past performance. But while it may seem logical to focus on what’s been successful in the past with an aim to recreate those results, there’s untapped potential in adopting a predictive outlook—one that leverages data, statistical algorithms, and machine learning techniques as a means to anticipate future behavior..."
How Machine Learning and Predictive Analytics are Shaping the New Marketing Landscape
JAN 1, 2017: "Once the stuff of science fiction, machine learning is experiencing rapid growth and generating widespread interest due to its ability to deliver predictive insights and potential to transform virtually every industry. Marketing, for example, is seeing traditional approaches and processes upended by machine learning and unprecedented insight into customer preferences, needs, and behaviors...."