As engagement channels multiply and customer journeys become less linear, measuring the effectiveness of your marketing mix becomes increasingly challenging. This session will explore current approaches to brand analytics and how measurement strategies have evolved in recent years. Panelists will discuss how data science has assisted efforts to better evaluate ROI to support more informed commercial decision-making.

The discussion will also examine emerging trends shaping the future of pharmaceutical marketing analytics and the optimal balance between building internal analytics capabilities versus leveraging external partners.