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