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Market Research Report

Pharma Marketing Data Infrastructure 2015: Get Your Multichannel Marketing Plumbing Right

Published by EyeforPharma Product code 340606
Published Content info 60 Pages
Delivery time: 1-2 business days
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Pharma Marketing Data Infrastructure 2015: Get Your Multichannel Marketing Plumbing Right
Published: September 25, 2015 Content info: 60 Pages

This publication has been discontinued on January 14, 2020.

Description

Handle the data your marketing needs.

  • Understand how to build a data infrastructure that support your desired marketing capabilities.
  • How to roll out without business interruptions.
  • Insights to the what, who, why and how of data management.
  • Take the next steps in analytics and be customized, predictive and automated.
Table of Contents

Table of Contents

  • Welcome
  • Acknowledgements
  • Peer reviews
  • About eyeforpharma
  • List of Figures
  • Executive Summary

1. Introduction

2. The lay of the land

3. Assess your readiness

4. Roll out your infrastructure

  • 4.1. Build one brick at a time
  • 4.2. Know your objective
  • 4.3. Achieve management buy-in
  • 4.4. Create the right relationship between IT and Marketing
  • 4.5. Three journeys: Customer Journey, Technology Journey, and Capability Journey
    • 4.5.1. The Customer Journey
    • 4.5.2. Technology and Capability Journeys hand in hand

5. Organize your data

  • 5.1. Establish ownership
  • 5.2. Align vendor partners
  • 6. Understand your different types of data

7. Apply your data

  • 7.1. Measure and respond
  • 7.2. Segment your customers

8. Conclusions

9. Appendix: Methodology

10. Abbreviations

11. Appendix: Figures and Tables

12. References

List of Figures and Tables

  • Figure 1: How well infrastructure responds to marketing needs
  • Figure 2: The state of digital excellence: digital capabilities in 2015
  • Figure 3: Just three firms report ‘good' digital maturity
  • Figure 4: What roadblocks are most problematic in terms of you ultimately meeting and succeeding in this challenge?
  • Figure 5: Rolling out infrastructure without disruption to business
  • Figure 6: The main challenges to successful marketing data infrastructure
  • Figure 7: Net promoter system and culture change
  • Figure 8: CMO-CIO alignment is lower in pharmaceuticals compared to other industries
  • Figure 9: Pharma CMO/CIO differences in how to unify
  • Figure 10: CMO/CIO differences in what drives the need for marketing-IT alignment
  • Figure 11: CMO/CIO spend on technology application to drive market impact and outcome
  • Figure 12: IT vs Marketing: common terms, different language
  • Figure 13: Relative importance of different customer segments
  • Figure 14: Enterprise marketing ecosystem
  • Figure 15: Main challenges when dealing with external providers of data (percentage)
  • Figure 16: Main challenges when dealing with external providers of data (rating)
  • Figure 17: Vertical market views on customer data capture
  • Figure 18: Demography (job role)
  • Figure 19: Demography (seniority)
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