Data-Driven Customer Journey Design Using Bayesian Network Methodology

Patients and healthcare providers have become embedded in a media ecosystem characterized by strong competition for attention. For pharmaceutical marketers to deliver impactful messages, it is necessary to make the customer the focal point of analysis.

A Bayesian Network methodology allows this via a data-driven customer journey analysis. Bayesian networks provide information on the next best action in a customer journey, identify journeys with a high probability of a positive outcome, and allow attribution of the channels’ impact on the customer outcomes. Together these insights inform the design of customer journeys, omnichannel orchestration, and aim to facilitate an exploration of the customer experience.

The results from a simulated dataset illustrate the type of quantitative insights that can be generated while the practical implications for pharmaceutical operation teams are highlighted.

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