“The insanity around big data, one of the most over-used and misunderstood industry terms, is over, and it’s time to get real about data science,” says Sam Johnson, director of Intouch’s Advanced Analytics Lab. “In 2018, we’re looking forward to helping more pharmas find the stories hidden in their data that create competitive advantage.”

“Once pharma marketers realize what data they’re sitting on and the infinite possibilities of how it can be used, we’ll see a revolution in applying data science in marketing,” says Wendy Blackburn, executive vice president at Intouch.

Johnson and Blackburn are among several experts who recently gave their thoughts on what to watch for this year in the evolution of data. To get their complete thoughts, read the MM&M article, Big Predictions: Agency Gurus on the Future of Data in the Industry.