Seeking a single source of truth: Standardisation of the data model
Oskar Mӧbert, Vice President of OpenData at Veeva Systems, spoke with Ian Cornish, Associate Director of Data Platforms at Astellas, about the company’s decision to opt into Veeva’s OpenData platform. In this video, ‘A Standardised Data Model for 360-Degree Customer View’, Cornish explains the reasoning behind the move and why Veeva’s OpenData platform provides a premium omnichannel capability that transverses operational challenges around integration and connectivity across Medical and Commercial teams.
A standardised data model even permits, Cornish says, the bringing together of sales data from third parties into this, so that data can be analysed in a meaningful and actionable manner, ever with a customer-centric purpose.
As is learned from the conversation, before the move to Veeva’s OpenData platform, Astellas had seven or eight different data providers – which was, veritably, a contract management nightmare. There was no roadmap, just data. The company needed omnichannel to work successfully to have a full and very good view of the customer alongside the social activities.
The consistency that Veeva’s OpenData platform provides is key. With OpenData, the definitions of data are the same worldwide, for example – a true global model, says Mӧbert; one that drives commercial excellence. Indeed, a global perspective is critical and OpenData also permits greater accessibility, data able to be interacted with without the need to go into the CRM or require CRM licenses.
Overall, such a standardised data model offers “a single source of truth” on customers, on HCP data. Fundamental to omnichannel aspirations and capabilities, the speed of engagement for Astellas has gone from four to five business days to under four or five hours. A customer can be added to CRM and the marketing journey commenced much faster, indeed.
Find out more in the video below:
About Veeva Systems
Veeva is the global leader in cloud software for the life sciences industry. Committed to innovation, product excellence, and customer success, Veeva serves more than 1,000 customers, ranging from the world’s largest biopharmaceutical companies to emerging biotechs. As a Public Benefit Corporation, Veeva is committed to balancing the interests of all stakeholders, including customers, employees, shareholders, and the industries it serves. For more information, visit veeva.com.
