In this episode of Talk Life Science Marketing Analysis, host Laura Browne is joined by her friend and colleague Jeff Kiplinger of Selling Science, member of Capital Region Chamber and author of the Amazon Bestseller, Expert to Entrepreneur, How to Turn Your Hard-Won Expertise Into a Thriving Business.
On the latest episode of the Talk Life Sciences Marketing Analysis podcast, host Laura Browne is joined by Jeff Zonderman, the senior vice president of Bruker Applied Mass Spectrometry. Laura and Jeff are longtime friends, leading Laura to apologize in advance if the conversation becomes more informal and giggly than other episodes.
In the latest episode of the Talk Life Sciences podcast, host Laura Browne is joined by Andy Bertera, the Executive Director of Marketing and Sales at New England BioLabs. The long-ranging conversation touches on the intersection between marketing and science, how even data generated from failure can be useful, and the methodologies behind both accumulating and understanding customer responses. All this and more in episode 5 of the Talk Life Sciences podcast.
The Talk Life Sciences podcast is back. This time, host Laura Browne is joined by Hrissi Samartzidou of Thermo Fisher. Together, they’ll discuss the ins and outs of modern marketing, breaking down Hrissi’s data-driven, impact-focused approach. Hrissi also takes us inside the process of creating a new marketing division from scratch. All this and more in the all-new episode of the Talk Life Sciences podcast.
Dr. Paul Kippax of Malvern Panalytical joins the Talk Life Science podcast for a wide-ranging discussion in our all-new episode. Dr. Kippax helps us talk through everything from the basic functions and purposes of marketing to the intricacies of his own data-gathering and analyzing practices. With Dr. Kippax’s help, we gain a better understanding of data, but also a greater sense of what purpose that data serves.
For our latest episode, I am delighted to keep the discussion in-family, as I am joined by a Covalent Bonds’ data scientist and a former data analyst, who discuss what every marketer should know when working on data-driven marketing programs. Together, they will guide you through their respective processes, the intricacies and terminology of data gathering and interpretation, and the necessary exchange of information and perspectives between departments driven by data and analysis.
We are thrilled to be back with a brand-new episode of the Talk Life Science Marketing Analysis podcast, and even more thrilled to feature my good friend Michael Allen, VP of Marketing at Metrohm, as our first guest in season 2. For this first episode back, Michael and I discuss all the ways that COVID has re-shaped marketing practices within scientific industries, the successes and failures we have encountered adapting to the new demands of the industry, and the benefits of sound data analysis and measurement while trying to determine what does and doesn’t work from a marketing perspective.
The latest episode of our podcast ‘Talk Life Science Marketing Analysis’ is available for download. This episode was recorded just prior to the Coronavirus outbreak and discusses topics that have become even more pertinent in the current crisis. Listen to hear tips from Kristen Garvey, Vice President Corporate Communications at Waters Corporation.
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.
Marketing, Marketing Data, Life Science marketing measurement, Analytics, Analysis, Marketing analytics, Marketing Measurement, Covalent Bonds, Laura Browne, Metrics, Marketing Failure, Marketing Success, waters, marketing KPIs, marketing roi
These are unprecedented times. As such we have recorded a bonus episode of our podcast ‘Talk Life Science Marketing Analysis. This episode 'Managing and Measuring Crisis Communications During the COVID-19 Pandemic' is now available for download.
I sat down with communications and measurement guru Katie Paine, and Measurement Maven of the Year, Heather Fysh to gather top tips for both implementing and measuring crisis communications during this pandemic. For those of you who have not yet implemented a crisis comms strategy, this is chock full of tips. For those, who are more advanced and are now moving onto monitoring and evaluating your messaging and strategy, there is loads of great advice for you too. I hope this is helpful.
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.
For the latest episode of ‘Talk Life Science Marketing Analysis’ podcast, I was privileged to interview Jim Heeren, Senior Manager Marketing and Strategy at Thermo Fisher Scientific. Jim is a rare breed in our industry, a strategic marketer with the foresight to encourage a culture where creativity, taking risks and not being afraid to fail are dominant. We sat down to discuss how Thermo Fisher approached marketing measurement, which metrics are the most important to track and how marketing success is defined. We concluded that it is the culture of the marketing team (as defined by the leader) that is the most important factor in forming a data-driven marketing function.
Marketing, Marketing Data, Life Science marketing measurement, Analytics, Analysis, Marketing analytics, Marketing Measurement, Covalent Bonds, Laura Browne, Metrics, Marketing Failure, Marketing Success, thermo fisher, marketing KPIs, marketing roi
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
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
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
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:
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