Kevin Troyanos leads the Analytics & Data Science practice team at Saatchi & Saatchi Wellness. Troyanos has focused his career within the healthcare marketing analytics space, empowering healthcare marketers with data-driven strategic guidance while developing innovative solutions to healthcare marketing problems through the power of data science. He works to measure, predict, and optimize marketing and business outcomes across personal, non-personal, digital, and social channels, and has led engagements with brands that span all stages of the product lifecycle, with a particular focus on established brands. His role at Saatchi & Saatchi Wellness is to guide departmental vision and lead innovation initiatives, effectively positioning marketing analytics as a competitive differentiator and organic growth driver for the agency at large.
Digital attribution models have transformed the way e-commerce companies measure and optimize ad spend along the path to purchase. So why have medical marketers been slow to adopt them? Kevin Troyanos reports.