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Talk Life Science Marketing Analysis

Laura Browne

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Talk Life Science Marketing Analysis

Talk Life Science Marketing Analysis

Laura Browne

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About Us

'Talk Life Science Marketing Analysis'. In this podcast we explore marketing and media analysis for life sciences. Touching on topics from marketing data to our guests biggest marketing failures and successes, because it is in learning from others that the magic happens.

Latest Episodes

Listen to Anecdotes But Act on Data

In this episode of the ‘Talk Life Science Marketing Analysis’ podcast, I interview Liza Rivera, Vice President of Global Marketing at Fujifilm Diosynth Biotechnologies. The power of data for reporting and marketing decision making We explore the importance of data for reporting and analyzing marketing success. Fujifilm is naturally data driven, using clearly defined metrics to review success. To be proactive rather than reactive in marketing decision making, you must be able to adjust goals and actions based on data. This requires clearly defined metrics and benchmarks. The Rise in Martech We discuss the fact that technology for technology’s sake is pointless. Before jumping on board with a new system, it is critical to evaluate the need and ensure you have resources in place to deliver. Finally we explore Liza’s biggest marketing failures and successes, because it is in learning from others that the magic happens. Keywords: Covalent Bonds measurement, Data, Marketing, Marketing Data, Life Science, Analytics, Analysis, Marketing analytics, Marketing Measurement, Digital Marketing, Support, Training, Interview, Google Analytics, Covalent Bonds, Laura Browne, Metrics, Marketing Failure, Marketing Success, Metrics, Martech, Google Analytics, Reporting, Data

40 MINJAN 22
Comments
Listen to Anecdotes But Act on Data

Stop Doing The Stupid Stuff! Cost Per Lead Is All That Matters (Yes, Even For PR)

In this episode of the ‘Talk Life Science Marketing Analysis’ podcast, I interview award winning ‘Queen of Measurement’ Katie Paine. We discuss the importance of PR measurement for life science companies. We cover topics from speaking the language of the boardroom, to understanding which metrics to use is (reporting on vanity metrics will not help with credibility with the C-suite). Finally we explore Katie’s biggest marketing failures and successes, because it is in learning from others that the magic happens. Keywords: Data, Marketing, Marketing Data, Life Science, Analytics, Analysis,, Marketing analytics, Marketing Measurement, Digital Marketing, Support, Training, Interview, Google Analytics, Covalent Bonds, Laura Browne, Metrics, Marketing Failure, Marketing Success, Media measurement, marketing measurement, crisis communications, IR, AVE, Ad Value Equivalency, Advertising Value Equivalent, Impressions, Coverage, Clips, Share of Voice

39 MIN2019 NOV 1
Comments
Stop Doing The Stupid Stuff! Cost Per Lead Is All That Matters (Yes, Even For PR)

People + Technology = Winning Formula in Evaluating Marketing Success

In the latest episode of our podcast for data-driven life science marketers, Laura interviews the visionary VP of marketing at Nanotemper, Jocelyn Davé. Jocelyn has brought her experience from leading demand generation at a technology company to the scientific world. We discuss what she has learned from implementing an analytics and marketing measurement culture, and how Nanotemper prepared for GDPR. Please listen and let us know your thoughts. You can subscribe to the podcast and rate and review it, so that others know about this great new resource for life science marketers. GDPR, dashboard, salesforce, pardot, uberflip, marketo, martech stack, technology stack, analytics, metrics, evaluating success, attribution, multi-channel attribution, first-touch, last touch, multitouch, second to last touch, reporting, impact, conferences, tradeshows, online, offline, Data, Marketing, Marketing Data, Life Science, Analytics, Analysis, Marketing Measurement, Digital Marketing, Support, Training, Interview, Google Analytics, Covalent Bonds, Laura Browne, Metrics, Marketing Failure, Marketing Success

35 MIN2019 SEP 5
Comments
People + Technology = Winning Formula in Evaluating Marketing Success

Data-led Marketing: a Natural Fit for Scientists, But Not for the Faint of Heart

In this first episode of the 'Talk Life Science Marketing Analysis' podcast, I interview my business partner at Covalent Bonds, Olga Torres. We explore marketing and media analysis for life sciences. Touching on topics from how to use marketing data to understand the impact of a company’s marketing, to why Google Tag Manager is not for the faint of heart, to the importance of getting to the gym on a daily basis to get headspace from data. Finally we explore Olga’s biggest life science marketing failures and successes, because it is in learning from others that the magic happens. Show Notes In this inaugural episode of the 'Talk Life Science Marketing Analysis' podcast, I interview my business partner Olga Torres. Olga started life as a bench scientist, progressing through sales into marketing, culminating as the Chief Optimization Officer at Covalent Bonds, managing a team of data scientists. During our conversation we explore topics of interest to marketers working specifically in life sciences, who are looking to use data to increase the impact of their marketing: Our discussion starts on how to use marketing data for life science companies: Acquiring marketing data Determine what data sources you have (marketing automation, CRM, surveys, Media measurement (share of voice) Google etc) and how to connect them Exploring how people engage with your company’s marketing Understanding how to evaluate success of marketing and to optimize programs based on the insights you gather We talk through what a typical day looks like for Olga as well as her journey to becoming a life science marketer (it is pretty typical of marketers in our industry). Olga explains how she feels different people, and different industries have alternative definitions of marketing, and this has become even more prominent with the advent of data science for marketers. We discuss the unique challenges facing marketers in life science companies. Are scientists more comfortable with data, than with emotive marketing? How do you translate the behavioral and emotional side of marketing into a language that the C-suite understands and cares about. Olga elaborates on her experience of growing up in a bilingual household. Finally we explore Olga’s biggest life science marketing failures and successes. Learning from failure: paranoia can drive really great things. We discuss using Google Tag Manager to gain behavioral insights, but how it is not a tool for the inexperienced, as Olga describes a situation where she managed to pollute a clients’ data. In contrast, in her most proud moment, Olga describes how she helped an instrumentation company use data to segment and understand its audiences better: how they think, feel and behave. Three large sets of data were combined and statistically analyzed: survey (cluster analysis), qualitative interviews (sentiment analysis), behavioral (analytics from across 5 different websites) to confirm demographics, the customer journey, experience and things they care about. She explains the importance of obtaining this digital fingerprint for personas, to be able to target them with specific messages, how you can watch the group of people and their behavior change over time. She discusses why this is important for evaluating the impact of marketing. We touch on hot data and privacy topics such as GDPR and ‘no bias’. Listen to this podcast to learn more about using marketing data to optimize your marketing success. Links to Referenced Sites Google Developer conference Google Marketing conference

26 MIN2019 AUG 28
Comments
Data-led Marketing: a Natural Fit for Scientists, But Not for the Faint of Heart
the END

Latest Episodes

Listen to Anecdotes But Act on Data

In this episode of the ‘Talk Life Science Marketing Analysis’ podcast, I interview Liza Rivera, Vice President of Global Marketing at Fujifilm Diosynth Biotechnologies. The power of data for reporting and marketing decision making We explore the importance of data for reporting and analyzing marketing success. Fujifilm is naturally data driven, using clearly defined metrics to review success. To be proactive rather than reactive in marketing decision making, you must be able to adjust goals and actions based on data. This requires clearly defined metrics and benchmarks. The Rise in Martech We discuss the fact that technology for technology’s sake is pointless. Before jumping on board with a new system, it is critical to evaluate the need and ensure you have resources in place to deliver. Finally we explore Liza’s biggest marketing failures and successes, because it is in learning from others that the magic happens. Keywords: Covalent Bonds measurement, Data, Marketing, Marketing Data, Life Science, Analytics, Analysis, Marketing analytics, Marketing Measurement, Digital Marketing, Support, Training, Interview, Google Analytics, Covalent Bonds, Laura Browne, Metrics, Marketing Failure, Marketing Success, Metrics, Martech, Google Analytics, Reporting, Data

40 MINJAN 22
Comments
Listen to Anecdotes But Act on Data

Stop Doing The Stupid Stuff! Cost Per Lead Is All That Matters (Yes, Even For PR)

In this episode of the ‘Talk Life Science Marketing Analysis’ podcast, I interview award winning ‘Queen of Measurement’ Katie Paine. We discuss the importance of PR measurement for life science companies. We cover topics from speaking the language of the boardroom, to understanding which metrics to use is (reporting on vanity metrics will not help with credibility with the C-suite). Finally we explore Katie’s biggest marketing failures and successes, because it is in learning from others that the magic happens. Keywords: Data, Marketing, Marketing Data, Life Science, Analytics, Analysis,, Marketing analytics, Marketing Measurement, Digital Marketing, Support, Training, Interview, Google Analytics, Covalent Bonds, Laura Browne, Metrics, Marketing Failure, Marketing Success, Media measurement, marketing measurement, crisis communications, IR, AVE, Ad Value Equivalency, Advertising Value Equivalent, Impressions, Coverage, Clips, Share of Voice

39 MIN2019 NOV 1
Comments
Stop Doing The Stupid Stuff! Cost Per Lead Is All That Matters (Yes, Even For PR)

People + Technology = Winning Formula in Evaluating Marketing Success

In the latest episode of our podcast for data-driven life science marketers, Laura interviews the visionary VP of marketing at Nanotemper, Jocelyn Davé. Jocelyn has brought her experience from leading demand generation at a technology company to the scientific world. We discuss what she has learned from implementing an analytics and marketing measurement culture, and how Nanotemper prepared for GDPR. Please listen and let us know your thoughts. You can subscribe to the podcast and rate and review it, so that others know about this great new resource for life science marketers. GDPR, dashboard, salesforce, pardot, uberflip, marketo, martech stack, technology stack, analytics, metrics, evaluating success, attribution, multi-channel attribution, first-touch, last touch, multitouch, second to last touch, reporting, impact, conferences, tradeshows, online, offline, Data, Marketing, Marketing Data, Life Science, Analytics, Analysis, Marketing Measurement, Digital Marketing, Support, Training, Interview, Google Analytics, Covalent Bonds, Laura Browne, Metrics, Marketing Failure, Marketing Success

35 MIN2019 SEP 5
Comments
People + Technology = Winning Formula in Evaluating Marketing Success

Data-led Marketing: a Natural Fit for Scientists, But Not for the Faint of Heart

In this first episode of the 'Talk Life Science Marketing Analysis' podcast, I interview my business partner at Covalent Bonds, Olga Torres. We explore marketing and media analysis for life sciences. Touching on topics from how to use marketing data to understand the impact of a company’s marketing, to why Google Tag Manager is not for the faint of heart, to the importance of getting to the gym on a daily basis to get headspace from data. Finally we explore Olga’s biggest life science marketing failures and successes, because it is in learning from others that the magic happens. Show Notes In this inaugural episode of the 'Talk Life Science Marketing Analysis' podcast, I interview my business partner Olga Torres. Olga started life as a bench scientist, progressing through sales into marketing, culminating as the Chief Optimization Officer at Covalent Bonds, managing a team of data scientists. During our conversation we explore topics of interest to marketers working specifically in life sciences, who are looking to use data to increase the impact of their marketing: Our discussion starts on how to use marketing data for life science companies: Acquiring marketing data Determine what data sources you have (marketing automation, CRM, surveys, Media measurement (share of voice) Google etc) and how to connect them Exploring how people engage with your company’s marketing Understanding how to evaluate success of marketing and to optimize programs based on the insights you gather We talk through what a typical day looks like for Olga as well as her journey to becoming a life science marketer (it is pretty typical of marketers in our industry). Olga explains how she feels different people, and different industries have alternative definitions of marketing, and this has become even more prominent with the advent of data science for marketers. We discuss the unique challenges facing marketers in life science companies. Are scientists more comfortable with data, than with emotive marketing? How do you translate the behavioral and emotional side of marketing into a language that the C-suite understands and cares about. Olga elaborates on her experience of growing up in a bilingual household. Finally we explore Olga’s biggest life science marketing failures and successes. Learning from failure: paranoia can drive really great things. We discuss using Google Tag Manager to gain behavioral insights, but how it is not a tool for the inexperienced, as Olga describes a situation where she managed to pollute a clients’ data. In contrast, in her most proud moment, Olga describes how she helped an instrumentation company use data to segment and understand its audiences better: how they think, feel and behave. Three large sets of data were combined and statistically analyzed: survey (cluster analysis), qualitative interviews (sentiment analysis), behavioral (analytics from across 5 different websites) to confirm demographics, the customer journey, experience and things they care about. She explains the importance of obtaining this digital fingerprint for personas, to be able to target them with specific messages, how you can watch the group of people and their behavior change over time. She discusses why this is important for evaluating the impact of marketing. We touch on hot data and privacy topics such as GDPR and ‘no bias’. Listen to this podcast to learn more about using marketing data to optimize your marketing success. Links to Referenced Sites Google Developer conference Google Marketing conference

26 MIN2019 AUG 28
Comments
Data-led Marketing: a Natural Fit for Scientists, But Not for the Faint of Heart
the END
hmly
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