Pharmaceutical Management Science Association

Topic: Multi-Channel Marketing Mix
January 30-31, 2014
Philadelphia, PA

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Agenda

Thursday, January 30
8:00 am - 9:00 am	Breakfast
9:00 am - 12:15pm	Training Workshop: Digital Media Analytics Andy Fisher, SVP- Chief Analytics Officer, Merkle Peter Vandre, VP- Digital Analytics Lead, Merkle Ashish Kathuria, VP- Life Sciences Analytics Lead, Merkle Croom Lawrence, Sr. Director, Life Sciences Customer Experience Lead, Merkle This session will begin with a brief overview of the digital media ecosystem, and a discussion of data created within the ecosystem, including which data is available from which systems, and considerations on handling and using the data. Attendees will learn how to use the various data options to improve marketing, with emphasis on framework insights, targeting, and measurement. The session will conclude with a close look at Digital Attribution, including the framework for comprehensive integrated measurement, functional component needs and best practices, analytical methods used, and special considerations for life sciences and pharma. Upon completion of this workshop, you should be able to answer the following questions: Which data pieces are more relevant in today’s world? Which analytic methodologies can we use to measure sales impact, not just track engagements? Which channels are relevant, synergistic and how do we measure the channel’s ability to increase sales for customers?
12:15 pm - 1:30 pm	Lunch
1:30 pm – 5:00 pm	Training Workshop: Digital Media Analytics (continued)
6:30 pm - 7:30 pm	Reception
Friday, January 31
8:30 am - 9:30 am	Breakfast
9:30 am - 10:30 pm	Attribution Problem in Multi-Channel Marketing – Issues and Methodologies P. K. Kannan, Ralph J. Tyser Professor of Marketing Science and Marketing Department Chair, Robert H. Smith School of Business, University of Maryland Current technology allows firms to produce a granular record of every touch point a consumer makes in their purchase journey online and/or offline before they convert at a firm’s website. However, firms still depend on aggregate measures to guide their marketing investments in multiple online marketing channels, such as display, paid search, referral, e-mail, and affiliates, which upon click-through become conduits or “channels” to firms’ websites. For example, the widely used “last-click” attribution metric assigns purchase credit to the last touched channel and entirely ignores all the other channels a customer might have touched prior to the purchase. Such aggregate and incomplete measurements bias the investment decisions for subsequent marketing campaigns. This presentation will provide an overview of emerging methodologies to attribute the incremental value of each individual marketing channel in an online environment using individual-level data of customers’ touches in their purchase funnel. We present results from a case study which shows there are significant carryover and spillover effects – for example, e-mails and display ads trigger visits through search and referral channels, while e-mails lead to significant purchases through search channels. Attributing the conversion credit to different channels based on the estimated carryover and spillover effects, we find that the relative contributions of these channels are significantly different from the contributions based on other metrics currently used in practice. The presentation will provide insights into how such methodologies can be used in other settings including pharmaceuticals.
10:30 am - 12:00 pm	Optimal Allocation of Marketing Mix: Common Practices and Methods P. K. Kannan, Ralph J. Tyser Professor of Marketing Science and Marketing Department Chair, Robert H. Smith School of Business, University of Maryland This presentation will provide an overview of the marketing and media mix allocation problem. Starting with a discussion on the current practices used in different industries such as retail, hospitality and other settings, it will highlight the positives and negatives of the current methodologies. Based on the development of state-of-the-art attribution methods, the presentation will provide emerging techniques to tackle marketing and media mix problems based on regression models. The discussion will also focus on the challenges in implementing such models in the pharmaceutical industry and how state-of-the-art methods can help.
12:00 pm - 12:45 pm	Lunch
12:45 pm - 2:00 pm	Multi-Channel Marketing Mix Optimization – An Approach to Incorporate it in the Brand Planning Process Rohit Heryani, Daiichi Sankyo, Inc. Shameek Ghosh, Cognizant Much like any competitive business landscape, the pharmaceutical landscape is also constantly changing. Morphing business realities mean that entities need to adapt to the changing marketplace, which brings with it increasing pressure on more efficient usage of promotional resources. Brand teams are increasingly challenged to allocate resources across multiple promotional channels in a way that enables superior brand performance as well as maximizes return on promotional investment. This in turn informs and improves the semi-annual / annual brand planning process undertaken at various pharmaceutical companies. Organizations embarking on this process of efficient promotional resource allocation do face a number of challenges which need to be mitigated before achieving the desired results. Challenges that are most commonly encountered are: Gaps in the promotional data (program participation data, cost data) Lack of promotion data Nature of the promotion (continuous promotion vs one off promotion) First, appropriate measurement methodologies are employed to ascertain the effectiveness of promotions keeping in mind these underlying challenges. Primary market research is also conducted with one or more stakeholder groups, as deemed necessary; and finally, industry benchmarks fill the gaps where the first two approaches cannot be accommodated. The resulting promotional effectiveness results from the triangulation are then converted into corresponding response curves forming the building blocks for the resource trade-off analysis. Various simulator and tracking tools are also employed to provide the brand teams with various scenario analyses, which helps in refining the inputs into the brand planning process.
2:15 pm - 3:00 pm	Expert Panel Discussion
3:00 pm	Wrap Up

Speakers

As chief analytics officer at Merkle, Andy Fisher's primary responsibility is driving Merkle analytics innovation, especially in digital, social and media analytics areas. Prior to joining Merkle, Andy was the EVP, Global Data & Analytics Director at Starcom MediaVest Group where he led the SMG global analytics practice. In this role he built and managed a team of 150 analytics professionals across 17 countries servicing many of the world’s largest advertisers.

Prior to that role, Andy was Vice President and National Lead, Analytics at Razorfish, where he led the digital analytics practice and managed a team of modeling, media data, survey and business intelligence experts. He and his team were responsible for some of the first innovations in multi-touchpoint attribution and joining online/offline data for many of the Fortune 100. Andy has also help leadership positions at Personify and IRI. Andy is an avid traveler having visited more than 100 countries. He also follows the chess world and is the former US high school chess champion.

Andy holds a BA in mathematics from UC Berkeley and an MA in statistics from Stanford.


As Merkle’s Digital Analytics Practice leader, Peter Vandre is responsible for practice development, solution innovation and for leading a rapidly growing team of consultants and analysts.

Over the past two years he drove the design and development of Merkle’s digital data integration product. He also has extensive experience in CRM strategy and measurement, and has been recognized for his analytical work in customer engagement modeling, digital media measurement and cross channel attribution.

During his career at Merkle he has led analytical engagements with such clients as Dell, Samsung, NIKE, DIRECTV, GEICO, Urban Outfitters, Disney, AARP and others. Peter has spent the last 8 years at Merkle and has more than 14 years of consulting, analytics, and strategic marketing experience. He earned an MBA from the Massachusetts Institute of Technology.


Ashish Kathuria is a Vice President and Analytics Lead in Life Sciences at Merkle Ashish has over 20 years of experience in sales, marketing and management consulting. For the past five and a half years, he has been leading Merkle’s foray into customer centricity and multi-channel marketing in the Life Sciences industry. He has led strategic assignments with key clients, leveraging Merkle’s core strengths: Strategy, Analytics CRM/ Database technology and Business Intelligence.

Prior to joining Merkle, Ashish held senior roles at inVentiv Strategy and Analytics. In that role, he advised a large range of pharmaceutical companies in the U.S., Europe and Canada. Ashish has published papers in pharmaceutical industry publications e.g. Product Management Today (PMT) and presented at industry conferences – PMSA (Pharmaceutical Marketing Science Association) and eyeforpharma, etc.


Croom Lawrence is a Sr. Director and Customer Experience Lead in Life Sciences at Merkle. For more than 16 years, Croom has led integrated customer relationship marketing engagements that have driven growth for Fortune 500 companies, particularly for pharmaceuticals, biologics, medical device, and health food brands.

Croom is recognized as one of the pharma industry's most innovative marketers. He has helped brands at all stages achieve new trajectories in growth by identifying research-based insights, delivering breakthrough creative, changing patient behavior and improving health outcomes through effective marketing interventions. Croom was one of the founding members of the Strategy & Insights group at Wunderman, DC, an early member of the Consumer Communications and e-Marketing groups at Wyeth/ Pfizer, Merck & Co, and the digital communications COE at Ironwood Pharmaceuticals.


P. K. Kannan is Ralph J. Tyser Professor of Marketing Science at the Robert H. Smith School of Business at the University of Maryland and is also the Chair of Department of Marketing. His current research stream focuses on attribution modeling and media mix modeling, new product/service development, design, bundling and pricing digital products and product lines, social media, marketing and product development on the Internet, e-service, and customer relationship management (CRM) and customer loyalty. He has received several grants from National Science Foundation (NSF), Mellon Foundation, SAIC, and PricewaterhouseCoopers for his work in this area and research papers have been published in Marketing Science, Management Science, Journal of Marketing, Journal of Marketing Research, and Communications of the ACM. Dr. Kannan was a panelist in the NSF Workshop on Research Priorities in e-Commerce (1998) and a Fellow of the AMA Consortium on e-Commerce (2001) and AMA Doctoral Consortium (2009). He was the recipient of the prestigious INFORMS John D. C. Little Award for the best paper to be published in Marketing Science, Management Science for the year 2008. His research also won the INFORMS Society of Marketing Science (ISMS) Practice Prize Competition for the year 2007. His paper published in the Journal of Marketing Research was also the recipient of the 2009 Don Lehmann Award for the best dissertation-based article to be published in the Journal of Marketing, Journal of Marketing Research for the year 2008, and a finalist for the Paul Green Award 2009. Professor Kannan is the past-Chair for the American Marketing Association SIG on Marketing Research. He is on the editorial boards of Marketing Science, Journal of Marketing, Journal of Service Research, International Journal of Electronic Commerce and Decision Support Systems. He has edited or co-edited special issues for Journal of MIS and IJEC in the areas of service science and digital content.

Dr. Kannan received his Ph.D. in Management with concentrations in Management Science and Marketing from the Krannert Graduate School of Management, Purdue University. He was previously on the faculty of the Department of MIS at the University of Arizona, Tucson for four years before joining the Department of Marketing. His research experience and publications span the area of Decision Science, IS, Engineering and Marketing. Further details can be obtained at http://www.rhsmith.umd.edu/marketing/faculty/kannan.aspx.

His teaching interests include CRM, new product development, Internet retailing and pricing and marketing models/research. He has taught these courses in executive programs for CSX, Black & Decker, Home Depot, ARINC, McCormick, and Northrup Grumman. He has won the Allen Krowe Award for teaching excellence (2001). He has corporate experience with Tata Motors and Ingersoll-Rand and has consulted for companies such as Frito-Lay, Pepsi Co, Marriott, Giant Food, Black and Decker, SAIC, Fannie Mae, and IBM.


Rohit Heryani joined Daiichi Sankyo (DSI) in 2010, and brings 9 years of combined industry and consulting experience in the pharmaceutical and consumer healthcare space. In his current role, he serves as an adviser to stakeholders across marketing, sales, managed care marketing, and other functions at DSI, offering holistic analytical viewpoints to drive strategic decision making. Rohit is responsible for all marketing analytics across DSI's hypertension and metabolism franchises.

Prior to joining DSI, Rohit spent close to 6 years at marketRx, now Cognizant Analytics, where he led a team of individuals that supported Fortune 500 pharmaceutical and consumer healthcare clients in the areas of brand positioning, promotion response and multi-channel marketing analytics, resource optimization, and prescription-to-OTC switch strategies. Here, Rohit also built marketing research operations capabilities for the firm in Europe and the Asia-Pacific region, and authored business proposals across functional practices of the firm. Rohit received his M.S. in Industrial & Systems Engineering from Virginia Tech and his B.S. in Mechanical Engineering from University of Mumbai, India.


Sam Ghosh joined Cognizant Analytics in 2006, and brings 10+ years of analytical consulting experience in the healthcare and life sciences arena. He leads a global team delivering a range of sales and marketing solutions to various pharmaceutical clients.

He has managed several Sales force Strategy and Optimization, Marketing channel effectiveness, Campaign management and Digital analytics engagements for a variety of Cognizant’s clients. This involved working with various pharmaceutical data sources as well as coordinating with Brand, Sales Operation and Marketing Science teams for effective execution of the projects. His current focus is on managing the Cognizant Analytics accounts at various pharmaceutical companies. As part of this role , he is responsible for delivering solutions across various functional areas such as Sales Operations, Market Planning, Market Research, Managed Markets and Marketing Operations.

Prior to joining Cognizant, Sam spent 6 years consulting for Infosys Technologies in the Health Insurance Industry. His primary duties were in business development and helping clients improve their operational performance and productivity. He has a Masters degree in Nuclear Physics from IIT Kharagpur in India and an MBA in Marketing from University of Southern California.