Hyperight

Utilizing Advanced Marketing Analytics for Sales Optimization – Peter Vester, Novo Nordisk

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Session Outline

This session will introduce and summarize a project utilizing advanced analytical models to investigate the impact of marketing efforts to make the marketing strategies more data driven. The insights from such models can be used directly in e.g., your marketing budgeting meetings to make sure you invest in the most promising marketing activities. By utilizing a cloud-based data lake and analytical platform, together with an agile working approach, models can be ready for production in as little as 6 weeks.

Key Takeaways

– You can get important insights into the impact of your marketing efforts using advanced analytical models like e.g., Marketing Mix Modelling

– The insights from such models can be used directly in your marketing budgeting meetings to make sure you invest in the most promising marketing activities

– By utilizing a cloud-based data lake and analytical platform, models can be ready for production in as little as 6 weeks

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Collaboratively harness market-driven processes whereas resource-leveling internal or "organic" sources.

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