In my last blog, I talked about the technical challenges of getting customer data from multiple agencies all in one place. Oh yes, and the corporate culture challenges, too! Challenging but not impossible.
So now what? How do we go about making sense of this bolus of customer data? What’s the process for making data actionable? How can we help pharma brands change the relationship they have with their physician customers?
What we learned is that there are three steps to building a strategic framework.
First, expose the data and the underlying framework of customer behaviors. Second, build a predictive model based on that data. Finally, integrate the model back into the customer experience in a way that’s seamless and automatic.
1. Expose the Data
For decades, finding a link between advertising and customer impact was almost impossible. Direct response marketing offered a step in the right direction, but as soon as more than one marketing tactic was involved, it became difficult to attribute dollars spent to customers created.
This led to an industry-wide acceptance of marketing opaqueness. Very frustrating.
However, digital technology now underpins most marketing activities. With the ability to attribute responses from most marketing tactics to individual customers, true marketing analytics is possible. Making decisions based on truth is now possible.