Let us try to comprehend the impact digitization is having in creating new data. Our information world is changing and rapidly picking up pace!
- “There were 5 exabytes (5 million terabytes) of information created between the dawn of civilization through 2003, but that much information is now created every 2 days, and the pace is increasing.” - Eric Schmidt, CEO, Google
- There are 182 billion e-mail messages sent each day.
- Seventy billion pieces of content shared on Facebook every month.
Our customers and stakeholders in life sciences (healthcare professionals, patients and caregivers as well as payers) are digesting and creating information very differently than even five years ago.
- In the past five years (2010-13), consumers have reduced the average time spent per day on TV, radio and print to 4.9 hours per day, from an average of 6.1 hours per day in 2008.
- In the same time period, time spent on Social Media and Digital Content increased from 52 minutes a day to nearly 90.*
Marketers are accordingly shifting their budgets toward the digital channels. These channels are creating exciting opportunities as many of the channels interact synergistically with each other and allow better connectivity with the customers. Indeed, customers are becoming more empowered and are saying “Know Me, then Amaze Me.” This is truly the Age of the Customer. Marketers are responding by putting the customer at the center of their business strategies.
The overall digital media marketplace is going to be $61 billion by 2017, and a significant portion of the digital media buy is actually being bought programmatically. We estimate that Real-Time Bidding portion on media is going to reach $10.5 Billion by 2017, growing more than 50%**. The shift here is not only towards digital media, but to the addressability opportunity within digital as well.
For professionals in decision science functions, this is a great opportunity to be able to partner with marketing teams. However, skill sets needed to succeed in digital rich data also require other smarts. The new analytics professional will be known as the Health Platform Marketer.
The Health Platform Marketer’s skill set will include:
- A master’s degree or Ph.D. in decision science
- An understanding of digital data
- Technologies associated with collecting data and limitations therein
- Expertise in attribution and measurement
- Understanding of privacy policies
- Multi-channel and direct marketing expertise
- An expert knowledge of customer segmentation, etc.
The session held on January 30 will provide enriching information on how these skills apply to life sciences and will address how Big Data and the new technologies are enabling customer addressability. We will also show that analytics can help improve marketing even in an anonymous, cookie-based world. We will talk in-depth about the digital media ecosystem and the competencies we all need to succeed in this world.
Interested in learning more or want to register? Visit the show site today. To set up a meeting with our team, please contact us as following: