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The Importance of Downstream Channel Sales Data for Marketing
How to leverage this new source of daily sales data for competitive advantage

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A conversation with Henry Olson, Edge Dynamics CEO

Aired LIVE on: Tuesday, May 22, 2007

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Background

A new source of detailed downstream channel sales data is available to Life Sciences manufacturers. Leading pharma manufacturers are leveraging this new source of daily sales data they already own for competitive advantage.

Through a series of in-depth qualitative interviews, Edge Dynamics, the leading provider of channel commerce management (CCM) solutions, has identified best practices with this new data source.

Edge Dynamics is also conducting a study of the importance and usage of this data amongst marketing and sales organizations (see and take the survey here). The best practice insights from the qualitative interviews, together with the online survey results, will be presented in this podcast.

Questions/Topics Discussed

  • How long does it take pharmaceutical companies to sense real or actual changes in customer demand?
  • What are some of current techniques used to track these changes and what are there benefits? What are their limitations?
  • What is downstream channel sales data, how does it differ from other Rx data, and how can it be put to use by pharmaceutical marketers?


Guest Bio

Henry Olson
Henry Olson is President and Chief Executive Officer and co-founder of Edge Dynamics. Previously, Mr. Olson served as Chief Products Officer. Prior to Edge Dynamics, he was Chief Architect at RedKlay, an enterprise software and services firm delivering e-business applications to manufacturing companies. Prior to RedKlay, Mr. Olson was Director of Product Development at Applicast, an application service provider delivering comprehensive enterprise application outsourcing to manufacturing companies. Before joining Applicast, Mr. Olson was lead architect on several large and innovative data warehousing, transaction management, and customer management applications in the financial services and insurance industries, at such firms as First Union (now Wachovia), Wells Fargo, Fidelity, and Mass Mutual. In addition to these engagements, Mr. Olson was Director of Product Development at Summit Data Group, an enterprise software and services firm delivering business applications to financial services and manufacturing companies.


Additional Resources

Survey: Sales Data Sources and Usage for Pharmaceutical Marketing and Sales

Links to More Information



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