Refer to “Eli Lilly: Recreating Drug Discovery for the 21st Century.”
Review the information in the case study.
Write a paper in which you address the data-driven marketing as found in the case. Include the following in your paper:

An assessment of the internal and external data provided in the case. Is this enough to make a reasoned marketing decision? What else, if anything, is needed to make a more accurate marketing decision?

A discussion of what organizational culture adjustments are necessary for data-driven marketing to be successful in this case.
A summary cost-benefit analysis. Is the return worth the marketing effort?