EXPERT’S VIEW

Mike Steward serves a dual role as Principal as well as Chief Digital Officer at Analytical Wizards. He has over 18 years of experience in Strategic Consulting, Research, Commercial Analytics and Digital Analytics. Mike previously held roles at Indegene, Targetbase, Merkle, and comScore, where his experience Included Life Sciences, Retail and Insurance.

activity (marketing, salesforce, etc.), descriptive data (segments, customer information, etc.), and advanced analytics feedback (channel propensity, messaging impact, promotional cadence impact, etc.) into an analytics ecosystem that is well beyond a data repository. This analytics ecosystem approach allows for speed to market of advanced analytics including repeatable analytic needs like forecasting, promotion mix, market and competitor analysis, customer experience and customer journey mapping, sales force optimization, scenario planning as well as advanced data science and AI / ML algorithm applications.

2. Deploying platforms and analytic engines to drive advanced

analytic scale. This is the natural next step to transition scheduled, point-in-time analyses into realtime insights that shape marketing and sales initiatives. This allows for consistency of recurring analytics while freeing time from advanced analytics resources to solve new business needs. For instance, why are we only measuring promotional impact once a year vs. as activities are taking place? Why does it take weeks to do promotional scenario planning when a market event takes place? These are perfect examples of where a systematic platform approach would greatly improve business impact.

3. Linking analytic outputs to CRM platforms to ensure

actionability. Most in our industry are using static business rules for promotional delivery which are already dated by the time they are deployed. However, the abovementioned data readiness as well as scaling of advanced analytics allows for real-time inputs (segmentation shifts, promotional impact, promotional affinity, messaging impact, channel cadence / frequency, etc.). This information allows for true personalization of how we engage with our customers (HCPs, patients, caregivers, etc.) along their journey.

Maturity of the three areas above cannot be accomplished in a vacuum. This requires a tight team working to the same business outcomes across analytics, marketing, sales operations, IT, and the right innovation analytic partners.

Analytical Wizards (AW) is an advanced analytics consulting company focused on the Life Sciences industry. In partnership with Pharmaceutical, Biotech, and other Life Sciences companies, Analytical Wizards utilizes technology for data analytics, providing speed, efficiencies, scale, and data visualization. With technology enablement, AW data scientists employ state-of-the-art analytic models, AI (artificial intelligence), and ML (machine learning) applications. Analytical Wizards’ teams integrate commercial life science expertise with data scientists to provide an unmatched level of support to clients.

In their 5 th year, Analytical Wizards is currently working with 15+ partners across 30 countries. Recognized recently by INC Magazine for ranking in the top 25% of the INC5000 fastest growing private companies, by CIO as one of the top 25 Predictive Analytics Solutions Provider and by Retail Tech, as a leader in Artificial Intelligence utilization. Please visit the AW website at www.analyticalwizards.com to learn more about their offerings and insights, or reach out to info@analtyicalwizards.com for more information.

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