The Data Science teams from Danone SN and SKIM joined forces to achieve an ambitious result: to demonstrate that is possible to quantify the revenue generated from managerial choices relative to the deployment of the field force. This result was the outcome of a complex Data Science project realised combining a variety of data sources, including CRM and sales data, and using advanced statistical modelling; the project required clear and transparent communication between the teams involved and the global and local stakeholders at Danone.
Join us at the upcoming EphMRA Conferences 2020 to learn how you can identify key drivers of brand commitment among Health Care Professionals and sales in order to optimize field force efficiency and effectiveness.
Date and time: TBD
Location: Flanders Meeting & Convention Center, Koningin Astridplein 20-26, Antwerp
Monhir El-Achheb, Global Data Strategy Lead – Danone
Tommaso Gennari, Senior Analytics Consultant – SKIM
Some key takeaways you will learn from this session:
- the value of using owned data to unlock growth potential. Specifically, how to quantify revenue value generated by the activities done by the field force with HCPs who are influencers of consumer choices
- a clever combination of a growing corporate Data Science team and an analytically skilled and flexible agency can be the key to achieve results in this context
- the right combination of analytics, industry and commercial skills is needed. In this case, between Danone Data Science and SKIM, we combined a team having different skill sets and experience, from recently graduated analysts with the latest Machine Learning techniques in their CV to more experienced data experts and quantitative research practitioners.