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    Pharma’s investment in digital has grown significantly in the last few years, fueled by the proliferation of digital channels and evolving customer preferences. This has made customer journeys very complex, with customers choosing how and where to interact with your brand in a unique and on-demand manner. With these trends in play, we must ensure a holistic measurement approach towards measuring and optimizing omnichannel campaigns.

    In this webinar, we discuss orchestrating various analytical approaches, such as marketing mix modeling, attribution modeling, and campaign analytics in tandem at varying cadences to enable outcomes-driven omnichannel campaigns. We will also discuss how marketing mix outputs must evolve to inform downstream Next Best Action recommendations.

    Axtria's Presenters

    Vandana Webinar

    Vandana Singh

    Omnichannel Practice Lead, Axtria

    Vandana leads the Omnichannel practice at Axtria, where she is responsible for providing thought leadership and shaping Axtria’s consulting and product offerings for omnichannel. She joined Axtria three years ago from BMS, where she most recently led the insight generation and recommendations for company re-branding during the BMS-Celgene integration. Vandana was at BMS for 12 years in various roles that spanned insights and analytics, marketing ops, and field ops. Before joining BMS, Vandana worked at Sanofi-Aventis for four years and at ZS Associates for five years in multiple field force effectiveness roles. She has also been a board member of the South Asian Pharmaceutical Council since 2015.

    Ritu Webinar

    Ritu Kohli

    Principal, Decision Sciences, Axtria

    Ritu is a Principal in the Decision Sciences practice, managing analytics delivery and governance for several global accounts across US, EU, and APAC. She leads building Centers of Excellence for clients industrializing multiple service areas, including Marketing Mix, Patient Analytics, Omnichannel and Digital Analytics, Sales Force Sizing, and Brand Analytics at Axtria. Ritu has 19 years of leadership experience in Data and Analytics consulting and technology solutioning across life sciences and Hi-tech industries. She brings deep expertise in Commercial and Digital Analytics, Patient Outcomes, and Data Science to drive strategic problem-solving and digital transformation initiatives for clients.

    Click here to register for the webinar