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Tuesday, October 18 • 3:45pm - 4:15pm
Optimizing Digital and Sales Platform Investments through Multi-Touch Attribution

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Today when more and more marketers are moving to omnichannel marketing, there is an increased need to have an understanding of the impact of sales, NPP, and digital marketing. Moreover, it is even more challenging to gain this kind of visibility when data is siloed and is not connected in one place. During this session, discover how Alexion leveraged Merkle’s attribution solution to provide greater insights and actionable recommendations to inform their omnichannel HCP plans and create the right balance between digital execution and salesforce contact strategy.
Speakers
avatar for Brianne Casey

Brianne Casey

Head of Omnichannel Strategy, US Commercial, Alexion, AstraZeneca Rare Disease
As the director of omnichannel Strategy at Alexion, Brianne is dedicated to designing innovative solutions deeply rooted in customer insights in the healthcare industry. With a background in market research, she has an exceptional ability to synthesize customer data across HCP and... Read More →
avatar for Alice Harmon

Alice Harmon

VP, Analytics, Merkle
Alice leads Merkle’s Health Analytics capability. She is an econometric consultant with over 20 years of experience in Marketing Analytics, Data Management, Consulting, Production Design & Development, and Demand Forecasting. In her 9 years at Merkle she has worked to deliver attribution... Read More →

Tuesday October 18, 2022 3:45pm - 4:15pm EDT
Grand Ballroom A
  General Session Day 1