digital marketing pharma - google event
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TRANSCRIPT
The NEXT Digital Marketing
Where are we coming from?
10+ years working on Digital Marketing specifically for pharma companies
500+ web properties (desktop and mobile) developed and maintained
300+ people constantly working for some of the largest pharma cos.
the relationship between your customer and
information There is a amount of info out there, hitting your target audience through a of channels
Information is , , available in a more democratic and self-service manner
The sales rep is the owner of the information anymore
Your customer is a
not
moving target
has changedmassive
everywhere
variety
Mobile
Cloud
CMS
Analytics
Social
Technology is moving...
... faster and faster
...?
What we have seen
High expectations for digital
experiences
Growing cost pressures
Markets underserved
Traditional approaches will not keep up with the race pace...
... of ever changing technology and people
behavior.
Industry leaders, in this new world,will be the ones that...
Learn continuously about customer behavior, sentiment, history, localization, wishes and context
Adapt their channels and content with agility
Blendtheir products or services seamlessly into their customers lives
“(in five years) it will be too late for digital marketers to gain a competitive advantage through early adoption “ -- Gartner (10/2012)
How?
websitesnewslettersmobile appsmobile SFAeDetailingAdwords...
Talk properly!
Talk Listen Learnsocial networksgoogle analyticsomnitureCRMcontact uspublic dataeDetailingA/B testing...
machine learningclosed loop marketingsentiment analysisUX optimization...
Gather data, create an efficient feedback cycle
Insights, tendencies, actionable items.
Talk
Optimal Experience
Unified Platform>> CMS
Omnichannel>> Work only in the web browser is not enough anymore
Security & Compliance>> We understand, we can make it work
Integrate with the Learn perspective>> Use the insights, take actions!
What is (or should be) your focus?
Physical Servers
Virtualization
OS Storage
Hig
h A
vaila
bili
ty
Lo
ad B
alan
cin
g
CMS Database ...CDN, Cache etc
Websites Mobile/Social App ...
What is (or should be) your focus?
Physical Servers
Virtualization
Storage
Hig
h A
vaila
bili
ty
Lo
ad B
alan
cin
g
CMS Database ...CDN, Cache etc
Websites Mobile/Social App ...
Innovation, differentiation & business value start here
Reliability, flexibility and low costs (elastic & affordable)
OS
The Right and Nimbler Infrastructure>> cloud computing
ADVERTISING
Go-to-Market Strategy
CONTENT
DEVICES (Hardware)
ENTERPRISE
50% of F500 and Over 5 million businesses have gone Google
AppsG
eoCl
oud
Sear
ch
Beyond cost savings to value
90Kemployees across 140countries in months
reduction (8 weeks) inbudgeting process
increase inemployee productivity
infrastructure savings
30%2.8x
$800K
99%reduction in time for sales execs to find information35%
increase is website conversion rates1/10 of resources and 1/4 of
time to develop apps
improvement in efficiency + accuracy300% 1 | 4,500
eliminated paper processing @ Walmart
Cloud Platform Innovation
2008
2010
2002
2004
2006
2012
GFS
2002
2004
2006
2008
2010
2012
MapReduce
Big Table
Colossus
Spanner
Dremel
FlumeJava
Pregel
Cloud Platform Performance
66% less compute, 83% less storage, very fast time to market, no up front costs, and only pay for what you use
Google Infrastructure
Performance
Redundancy
Disaster Recovery
Audits & Certifications
Security
Energy Efficient
Global Data Centers
99.95% Uptime SLA
Compute Storage Services
Compute Engine (IaaS)
App Engine (PaaS)
Cloud Storage (Object)
Cloud SQL (Relational)
BigQuery
Cloud EndPoints
Prediction
Translation
and more...
Cloud PlatformGoogle Services
Details can be found @ http://www.peeringdb.com/view.php?asn=15169
Global Network Footprint
Case Studies
SULAMERICA PULSE
KHAN ACADEMY ONLINE GROWTH
The Right and Nimbler Infrastructure>> cloud computing
Listen
We love Google Analytics...
>> Number of visits
>> Customer engagement
>> eCommerce activity
>> Goals for each page
>> Reporting etc.
... but there is more to listen than your websites
Ci&T's Digital Brain
3rd Party Datademographics
economicspublic APIs
weatheretc
Own Channels Dataweb/mobile analytics
social listenersemail campaigns data
etc
Internal DataCRM
transactions historyproduct information
SFA/eDetailingetc
Sensors Sensors
Source: Gartner 2013
Learn
1 Raw Data 2 Information Aggregation
3 Pattern Identification
Ci&T's Digital Brain
3rd Party Datademographics
economicspublic APIs
weatheretc
Own Channels Dataweb/mobile analytics
social listenersemail campaigns data
etc
Internal DataCRM
transactions historyproduct information
SFA/eDetailingetc
Sensors Sensors
Ci&T's Digital BrainLearning Machine + Data Management + BigData Technology
Analytics + APIs + Query Machine
Metrics360
customer profile
BusinessAlerts
PrescriptiveActions
PredictiveInsights
CRMOwn
ChannelsMail / Mkt Campaigns
ReportingTools
SFA /eDetailing
3rd Party Datademographics
economicspublic APIs
weatheretc
Own Channels Dataweb/mobile analytics
social listenersemail campaigns data
etc
Internal DataCRM
transactions historyproduct information
SFA/eDetailingetc
Sensors Sensors
Born on Big Data>> and affordable...
BigData Analytics Cloud Platform
BigQuery: a fully-managed data analytics service in the cloud.Unlimited storage. Interactive analysis on multi-terabyte datasets.
Scalable Storage
Google Spreadsheets
App EngineApp
Co-Workers
AdwordsDCLKAnalytics
Corporate data3rd party data
API
Analyze interactivelyMash it up
Securely Share/
distribute the resultsStore all your data
in the cloud
SQL
Other BI Tools
Sales FinanceSelf-built reporting dashboard using BigQuery + AppEngineDashboard used by Sales to slice/dice Ad sales data across verticalsInsights: knowing which verticals are trending fastest towards Mobile
Google on Google: Internal adoption examples
Revenue optimization - hospitality industry
New solution for real-time decision makingSaves more than $150,000 a year
Cloud StorageBigQuery
AppEngine
Oracle DB
Analysts Execs
BI team Netezza appliance
Regional Sales
Born on Big Data>> and affordable...
Demo
- HCP centric information
- Rep Visits- Calls- Content Views- Prescriptions- Public Data
- Content Recommendation- HCP alerts
Result = Prescriptions rate
The NEXT Digital MarketingMain takeaways...
[1] You need to talk, listen and learn
[3] Google has the technology, Ci&T has the skills
[4] Show me the brain! You don't have to believe in this presentation, we can make it work for you!
[2] It's not rocket science... the technology you need to deploy these capabilities is there, it's simple and affordable
Thank you!!!!