Utilizing Advanced Marketing Analytics for Sales Optimization

This session will introduce and summarize a project utilizing advanced analytical models to investigate the impact of marketing efforts to make the marketing strategies more data driven.  The insights from such models can be used directly in e.g., your marketing budgeting meetings to make sure you invest in the most promising marketing activities. By utilizing a cloud-based data lake and analytical platform, together with an agile working approach, models can be ready for production in as little as 6 weeks.

• You can get important insights into the impact of your marketing efforts using advanced analytical models like e.g., Marketing Mix Modelling
• The insights from such models can be used directly in your marketing budgeting meetings to make sure you invest in the most promising marketing activities
• By utilizing a cloud-based data lake and analytical platform, models can be ready for production in as little as 6 weeks

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Peter Vester – Lead Data Scientist | Novo Nordisk

Lead Data Scientist at the AI & Analytics Centre of Excellence in Novo Nordisk working with a variety of data science projects all over the organization e.g., in research, marketing, production lines, finance forecasting and the supply chain. Passionate about bringing value from data by utilizing Advanced Analytics and Machine Learning solutions in production. Enjoy working in the cloud and using infrastructure-as-code solutions for creating Machine Learning infrastructure solutions that can easily be changed, reused, and modified towards different business needs. Has a solid background as a full-stack data scientist, from deep technical understanding to data statistics and machine learning as well as excellent storytelling and presentation skills. Graduated with a PhD in Physics/Data Science from DTU in 2018 and have been working at CERN and with data science projects in finance before joining the healthcare industry.