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The Complete Guide to Business Analytics (Collection) by Thomas H. Davenport

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17. Commercial Analytics Culture and Relationships at Merck

Thomas H. Davenport

The Commercial Analytics and Decision Sciences group at Merck is responsible for assisting with advanced analytics for all of the U.S. primary care, hospital/specialty, and vaccine products at Merck. Its focus is sales and marketing analytics, including customer targeting, segmentation, sales force sizing, promotion response modeling, ROI assessments, and other related analyses. The group’s primary mission is to help senior leaders at Merck make better business decisions about multimillion-dollar promotional and sales budgets. It has existed at Merck for over 15 years.

The group consists of over 25 full-time staff and several other external consultants. The leader ...

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