In the life sciences industry in particular today, the swell of data has grown so much and is coming from so many sources that it is turning into white noise. Every department – from sales and medical affairs to marketing and technology – routinely collects, organizes, and analyzes data. It is truly mind numbing. Not only is the volume of data growing, but so are the number of customer stakeholders and the proliferating channels used to engage them, creating a commercial landscape that has never been as complex. Paul Shawah discerns how advanced analytics technologies helps companies leverage this data and turn it into smart sales strategies.