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Pfizer teams up with AdChina on data management
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GLOBAL pharmaceutical giant Pfizer’s consumer healthcare business unit has teamed up with local digital advertising platform AdChina to launch a big data management and tracking system to serve the pharma company’s marketing and advertising demand.
Pfizer’s consumer healthcare department’s leading brands include vitamin tables Centrum and calcium supplement Caltrate.
The behavior management platform developed by AdChina is the first privately held big data management platform that among multinational drug companies.
Pfizer would combine data it gathers from various channels such as online communities, forums, e-commerce websites and social networking sites while AdChina will be responsible for data analyzing and mining.
”Big data should be properly managed so that they can help companies reach their potential customers and optimize marketing solutions and Pfizer certainly is a forerunner in this sector,” said AdChina founder and chief executive officer Alan Yan.
Seb Zhang, marketing director at Pfizer Consumer Healthcare, said the platform will first become a customer relationship management tool and then the company will look into further functions such as serving as a guideline for advertising placement and marketing campaigns.
“Digital is not only an advertising placement channel, it also provides communications tools for consumers as the boundary between online and online is blurring, and managing the huge amount of data is an inevitable trend for the whole industry,” Zhang said.
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