製薬企業のマーケティングデータインフラ 2015年：マルチチャネルマーケティングの明確な理解

当レポートでは、製薬企業のマーケティングデータインフラについて取り上げ、必要なマーケティング機能をサポートするデータインフラの構築方法、ビジネスを中断することなく展開する方法、データ管理とは何か、誰が行うか、理由、および方法についての考察などについて、まとめています。

第1章　イントロダクション

第2章　状況

第3章　即応性の評価

第4章　インフラの展開

• 一度にひとつのれんがを積む
• 目的を知る
• マネジメントバイイン (MBI) の達成
• ITとマーケティングの正しい関係の構築
• 3つのジャーニー：カスタマージャーニー、テクノロジージャーニー、およびキャパビリティジャーニー
  • カスタマージャーニー
  • 関連するテクノロジージャーニーとキャパビリティジャーニー

第5章　データの組織化

• オーナーシップの構築
• ベンダーパートナーの調整
• 各種データの理解

第7章　データの適応

• 測定・反応
• 顧客の区分

第8章　結論

第9章　付録：調査手法

第10章　略語

第11章　付録：図表

第12章　参照

図表リスト

Handle the data your marketing needs.

• Understand how to build a data infrastructure that support your desired marketing capabilities.
• How to roll out without business interruptions.
• Insights to the what, who, why and how of data management.
• Take the next steps in analytics and be customized, predictive and automated.

Table of Contents

• Welcome
• Acknowledgements
• Peer reviews
• About eyeforpharma
• List of Figures
• Executive Summary

1. Introduction

2. The lay of the land

3. Assess your readiness

4. Roll out your infrastructure

• 4.1. Build one brick at a time
• 4.2. Know your objective
• 4.3. Achieve management buy-in
• 4.4. Create the right relationship between IT and Marketing
• 4.5. Three journeys: Customer Journey, Technology Journey, and Capability Journey
  • 4.5.1. The Customer Journey
  • 4.5.2. Technology and Capability Journeys hand in hand

5. Organize your data

• 5.1. Establish ownership
• 5.2. Align vendor partners
• 6. Understand your different types of data

7. Apply your data

• 7.1. Measure and respond
• 7.2. Segment your customers

8. Conclusions

9. Appendix: Methodology

10. Abbreviations

11. Appendix: Figures and Tables

12. References

List of Figures and Tables

• Figure 1: How well infrastructure responds to marketing needs
• Figure 2: The state of digital excellence: digital capabilities in 2015
• Figure 3: Just three firms report ‘good' digital maturity
• Figure 4: What roadblocks are most problematic in terms of you ultimately meeting and succeeding in this challenge?
• Figure 5: Rolling out infrastructure without disruption to business
• Figure 6: The main challenges to successful marketing data infrastructure
• Figure 7: Net promoter system and culture change
• Figure 8: CMO-CIO alignment is lower in pharmaceuticals compared to other industries
• Figure 9: Pharma CMO/CIO differences in how to unify
• Figure 10: CMO/CIO differences in what drives the need for marketing-IT alignment
• Figure 11: CMO/CIO spend on technology application to drive market impact and outcome
• Figure 12: IT vs Marketing: common terms, different language
• Figure 13: Relative importance of different customer segments
• Figure 14: Enterprise marketing ecosystem
• Figure 15: Main challenges when dealing with external providers of data (percentage)
• Figure 16: Main challenges when dealing with external providers of data (rating)
• Figure 17: Vertical market views on customer data capture
• Figure 18: Demography (job role)
• Figure 19: Demography (seniority)