Andrew emphasized the significance of a common business planning process linked to strategic imperatives. This approach centres on achieving a superior customer experience, which, in turn, guides data and content requirements. By focusing on audience segmentation and delivering tailor-made content to the right audience, organizations can ensure that their marketing efforts resonate effectively.
Anand also shared an illuminating example from Regeneron, showcasing how clinical trials data is leveraged to empower the field force. The development of an app that identifies patient populations and cohorts allows for the customization of messages. This level of data consolidation and analysis provides deep customer insights, drives segmentation, and enables the generation of next-best-action recommendations for the field force.