Jack Lampka

Customer Profiling in Healthcare: Is that Even Possible? A Case Study at MSD.


November 19, 2019


10:30 am


Estrelsaal A


Customer profiling has been around since the traveling salesmen. It became more pronounced with industrialized marketing. And it exploded with big data and machine learning. So why is customer profiling still in an infancy stage at pharma? It’s not due to lack of data or GDPR as will be shown in this session. In this session Jack will explore the profiling approach and data sources leading to affinity scores, influencing potential, and customer value. He will also discuss different use cases for segmentations. 

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