The strategy of the pharmaceutical industries is more and more turned towards the use of their customers’ data in order to get a better customer knowledge and, hence, offer them a more impactful and personalized experience ! Numerous sources provide this kind of data : on the one hand, customers insights can be found in external databases ; when on the other hand, the sales teams’ interactions with their customers allow to collect an important quantity of valuable information.
All of these data, no matter where they come from, are stored in the same place : the data warehouse, enhancing their accessibility in order to use them more easily and quickly.
To enrich customer knowledge, data can be processed and analyzed. This activity is known as business intelligence, allowing relevant decision-making and personalized interactions with customers.
