Rebecca Visconti has spent her career using data science to help brands figure out which promotional tools are paying their way and which aren’t. Now she’s taken her talents to healthcare and pharma, a space not previously noted for sophistication in marketing attribution. Rebecca takes us through how her agency, AbelsonTaylor, is helping pharma brands track and measure the impact of each touchpoint with their healthcare practitioner audiences, and the surprises those brands have encountered along the way.