Yelena Maksina presents the text analytics process she used at Merck to ensure the sales force was communicating in accordance with policy and guidelines. The process improved communications and interactions with the sales teams and customers.
Use Data Everywhere: Make customer information easy to access and parse, so that you make consulting it an easy habit to adopt.
See Where Your Marketing is and Is Not Succeeding: Put the focus on understanding why your customer are or are not responding.
Make Decisions Based on Hard Data: Don’t just be confident that your initiatives are building on one another—prove it.
Merck, Yelena Maksina, Senior Specialist, Data Analytics