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Summary
Pharmaceutical company sales and marketing data has never been close to the league of quality of the Business-to-Consumer (B2C) company data sets. Certainly U.S. Pharma have more and better quality data than their counterparts in other countries, but even the U.S. do not have the wealth of data in their typical historical, or analogue / econometric response curve-based, approaches compared with B2C datasets, or compared with some of the more powerful analytics approaches.
Enter ‘Big Data’ - not meaning massive quantities of data, but ‘big’ in terms of analytical power and results.
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