Veeva’s Analytics Development Program

This video provides an in-depth exploration of Veeva's Analytics Development Program (ADP), offering insights into the company's structure, values, and career opportunities for early-career professionals in data analytics within the pharmaceutical and life sciences sectors. The presentation, led by a Veeva University Recruiter and two current program participants, details the two main roles within the ADP—Analytics Services Associate (ASA) and Marketing Data Analyst—and outlines the skills developed, training structure, mentorship opportunities, and career progression within the two-year program. It highlights Veeva's commitment to employee development and a supportive, collaborative work culture.

The discussion delves into Veeva's broader business, segmenting its "industry Cloud" into the Development Cloud (clinical data management, operations, quality, regulatory, drug safety) and the Commercial Cloud (medical affairs, commercial operations). It also touches upon Veeva's acquisition of Crossix in 2019, which underpins its data solutions. A significant portion of the video is dedicated to explaining the day-to-day responsibilities and project types for both the client-facing ASA role, which focuses on extracting insights and making media optimization recommendations to pharmaceutical brand marketing teams, and the more technical Marketing Data Analyst role, which involves building business rules, slicing data, and measuring campaign performance on Veeva's proprietary "FIFA" (Digital Impact for Advertisers) platform.

Speakers emphasize the practical, hands-on learning approach, where new associates are quickly staffed on projects after an initial training period. They share personal anecdotes about learning curves, collaborative team environments, and the satisfaction derived from seeing data-driven recommendations positively impact client campaigns, particularly for unbranded campaigns aimed at increasing disease awareness or new medication launches. The video also covers the interview process, offering advice on resume tailoring and demonstrating practical application of skills, and touches upon the company culture, highlighting flexibility, social events, and a strong emphasis on internal growth and mobility within Veeva.

Key Takeaways:

• Veeva's Industry Focus and Solutions: Veeva operates an "industry Cloud" serving the pharmaceutical and life sciences sectors, with distinct Development (clinical, regulatory, drug safety) and Commercial (medical affairs, commercial) Clouds, along with data software, implementation, and business consulting services.
• Crossix Data Integration: Veeva's data solutions are significantly supported by its 2019 acquisition of Crossix, which provides the underlying data for its analytics programs.
• Analytics Development Program (ADP) Structure: The ADP is a two-year early talent program under the "Generation Veeva" umbrella, designed for new graduates, focusing on both personal and professional development through a "learning by doing" approach.
• Dual Roles within ADP: The program offers two distinct paths: Analytics Services Associate (ASA), a client-facing role focused on data storytelling and media optimization recommendations, and Marketing Data Analyst, a more technical, back-end role involving data manipulation and building measurement rules.
• Proprietary Platform Expertise: Participants become experts in Veeva's proprietary "FIFA" (Digital Impact for Advertisers) platform, which delivers anonymized data insights to brand marketing teams within pharmaceutical companies.
• Technical Skills Development: The Marketing Data Analyst role specifically involves working with SQL and advanced Excel techniques for data analysis and measurement, while both roles require a deep understanding of healthcare data and its application in marketing.
• Comprehensive Training and Mentorship: The program includes a 3-4 week training (Veeva 101 boot camp followed by analytics-specific training), a dedicated "Crossix companion" (buddy), and a structured mentor relationship to support growth and career planning.
• Hands-on Project Experience: Associates are quickly placed on client projects after training, allowing them to apply learned skills immediately and gain practical experience, often working on diverse campaigns like new medication launches or unbranded disease awareness initiatives.
• Client-Centric Approach: ASAs regularly communicate with media agencies, creating reports and making recommendations to optimize media plans and improve campaign performance based on audience quality and healthcare data.
• Collaborative and Supportive Culture: Veeva fosters a highly collaborative environment where team members, including senior analysts, actively support junior colleagues. The company emphasizes a culture of open communication, making it comfortable for new hires to ask questions and learn.
• Work-Life Flexibility: Veeva promotes a "work anywhere" model, offering significant flexibility for employees to work from home, the office, or other locations, while also providing incentives like free lunches, social events, and happy hours to encourage in-person connection and team bonding.
• Strong Internal Mobility and Growth: The company prides itself on internal transfers and a steep growth trajectory within the development programs, with associates typically promoted to a lead position in their second year and multiple career paths available upon graduation from the program.
• Application Tips for Candidates: Applicants should tailor their resumes to highlight relevant projects (even personal ones) that demonstrate practical application of analytics skills, rather than just listing coursework. Utilizing the STAR method for interview questions is also recommended.

Tools/Resources Mentioned:

• Veeva CRM: A leading platform in the pharmaceutical industry.
• Crossix: A data solution acquired by Veeva in 2019, supporting its data offerings.
• FIFA (Digital Impact for Advertisers): Veeva's proprietary platform for delivering anonymized data insights to brand marketing teams.
• SQL: A technical skill used by Marketing Data Analysts.
• Advanced Excel Techniques: A technical skill used by Marketing Data Analysts.
• WayUp: A platform where job seekers can find information and apply for positions at Veeva.
• Coursera/Google Analytics Courses: Examples of external learning resources mentioned for skill development.

Key Concepts:

• Development Cloud: Veeva's suite of solutions for clinical data management, operations, quality processes, regulatory affairs, and drug safety within the life sciences.
• Commercial Cloud: Veeva's suite of solutions for medical affairs and commercial operations, including sales and marketing.
• Anonymized Data Insights: Data that has been processed to remove personally identifiable information, used to understand trends and campaign performance without compromising patient privacy.
• Audience Quality: A metric used in marketing analytics to assess the relevance and effectiveness of an advertising campaign in reaching its target demographic, often involving a combination of marketing and healthcare data.
• Unbranded Campaigns: Marketing campaigns that focus on raising awareness about a disease or condition rather than promoting a specific pharmaceutical product, often used to educate the public or healthcare professionals.
• Public Benefit Corporation (PBC): A type of for-profit corporate entity, authorized by a majority of U.S. states, that includes positive impact on society, workers, the community, and the environment as a material part of its mission in addition to maximizing shareholder value. Veeva became a PBC in 2022.