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市場調查報告書

製藥企業的行銷資料基礎設施 2015年:多通路行銷的明確理解

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

出版商 EyeforPharma 商品編碼 340606
出版日期 內容資訊 英文 60 Pages
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製藥企業的行銷資料基礎設施 2015年:多通路行銷的明確理解 Pharma Marketing Data Infrastructure 2015: Get Your Multichannel Marketing Plumbing Right
出版日期: 2015年09月25日 內容資訊: 英文 60 Pages
簡介

本報告以製藥企業的行銷資料基礎設施為主題,提供支援必要的行銷功能的資料基礎設施的建立方法、不中斷業務的展開方法、資料管理是什麼、由誰來進行、理由,及方法相關的考察等相關資料彙整。

第1章 簡介

第2章

第3章 適應性的評估

第4章 基礎設施的發展

  • 一磚一瓦的建造
  • 知道目的
  • Management Buy-in (MBI) 的達成
  • 建立IT和行銷的正確關係
  • 3個歷程:顧客歷程、科技歷程,及能力歷程
    • 顧客歷程
    • 關聯的科技歷程和能力歷程

第5章 資料的組織化

  • 所有權的建立
  • 供應商合作夥伴的調整
  • 各種資料的理解

第7章 資料的適應

  • 檢測、反應
  • 客戶的區分

第8章 結論

第9章 附錄:調查手法

第10章 簡稱

第11章 附錄:圖表

第12章 參照

圖表清單

目錄

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

  • 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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