Research

When it comes to cutting-edge analytics initiatives, you’re probably more inclined to think of companies like Amazon and Netflix, which have become synonymous with the savvy use of analytics to gauge customer affinity and deliver recommendations. But pharma companies are—or could be—well equipped to leverage data and analytics to deliver an even better informed and better targeted customer experience.

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Inquiry Response: Using Social Media to Inform Customer Segmentation

By IIA Expert, Feb 19, 2018

Available to Research & Advisory Network Clients Only

Inquiry:

We’re keen to understand the needs and attitudes of our clients so we can better tailor our communications and suggest additional services. How have others used third-party data to better understand their customers?

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While many companies are investing in online and other digital tools, most have not developed a comprehensive omnichannel strategy to deliver great customer experiences over multiple customer touch points. Legacy marketing mindsets, just like legacy IT mindsets undermine the ability of companies to explore and experiment with all whole new range of digitally enabled customer engagement tools.

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Inquiry Response: Marketing Analytics Capabilities Internally

By Jenny Moede, Jan 15, 2018

Available to Research & Advisory Network Clients Only

Inquiry:

We have a hub-and-spoke analytics model with analysts in different divisions. My team is tasked with increasing the maturity/value of the analytics being used across the Enterprise. How can we market ourselves so the analysts across the enterprise understand the full breadth of what our team can do?

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2017 Analytics Symposium - Chicago Summary and Recordings

By Jack Phillips, Oct 31, 2017

Available to Research & Advisory Network Clients Only

Earlier this month, IIA held its 8th Analytics Symposium and awarded the 2017 ANNY Excellence in Analytics Award to Cisco Systems in a packed house at the Gleacher Center in Chicago. Read the key themes of the event and watch the session recordings on demand.

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Disintegrating Castles & Category Kings

By Geoffrey Moore, Oct 03, 2017

The most prevalent impact of digitalization on the structure of markets has been to reduce the barriers to entry for a whole raft of established categories—as it has, for example in media, retail, consumer packaged goods, fast food, and transportation. A flood of small but numerous new entrants, individually nothing more than minor nuisances, become collectively a real presence. This shows up in market-share pie charts where the catch-all category Other is growing faster than the market as a whole. The result in each case is category fragmentation, and the big loser in each case is the currently reigning category king.

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Analytics Maturity Powers Company Performance

By David Alles, Sep 21, 2017

Available to Research & Advisory Network Clients Only

Does the development of enterprise analytics capability really drive superior company performance? IIA’s previous research briefs demonstrate that analytics maturity varies significantly between industries and across the top-performing companies in each industry. This follow on research brief uses IIA’s proprietary analytics maturity data – from leading companies like Amazon, Apple, Netflix and Google – and publically available financial and company data, to illustrate the positive association between analytics maturity and superior company performance.

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Yes, Artificial Intelligence Is Analytics

By Bill Franks, Sep 14, 2017

There seems to be some confusion as to exactly what artificial intelligence (AI) is, and how the discipline of AI should be categorized. Is AI a form of analytics or is it a totally new discipline that is distinct from analytics? I firmly believe that AI is more closely related to predictive analytics and data science than to any other discipline. One might even argue that AI is the next generation of predictive analytics. Additionally, AI is often utilized in situations where it is necessary to operationalize the analytics process. So, in that sense, AI is also often pushing the envelope of prescriptive, operationalized analytics. It would be a mistake to say that AI is not a form of analytics.

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Inquiry Response: Tips for Linking Retail Outlet Sales Back to Digital Marketing Efforts

By Greg Bonsib, Aug 21, 2017

Available to Research & Advisory Network Clients Only

Inquiry:

A large part of our business is in consumer packaged goods sold through mass-channel outlets such as Wal-Mart. We’d like some insights into how we can use analytics to help us understand the marketing-driven revenue on the retail end. Is there a way we can link POS revenue back to our digital marketing efforts?

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Saving Retail

By Geoffrey Moore, Jul 18, 2017

Okay, so you know a sector is in trouble when there is a Web page in Wikipedia entitled “The Retail Apocalypse.” This post is not about how much trouble retail is in. This one is about how it can get out.

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