Making analytics pay off— immediately BUSINESS ISSUE Moving from data integration to customer insights Multiple source systems. Multiple data vendors. Incomplete data. Bad data. Looking for insights by hand. Paying too much for the result; getting too little in return. Those are just some of the challenges pharmaceutical companies face in trying to integrate data and derive insights to improve sales and marketing. T oday, pharmaceutical companies rely on data-driven insights, which require reports and performance metrics available at executives’ fingertips. Pharmaceutical executives need real-time, 360-degree views of customers for brand planning, focused marketing, promotions and campaigns. But building a platform to integrate data and deriving insights can take years. How can

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