The client analytics services team at Crossix has healthcare data down to a science. Pun intended.
Analyzing numbers all day involves a lot of solo effort. Here, however, they upend that perception by working collaboratively. What’s more, they have fun while they’re at it.
As the team name implies, the group does not separate analytics from client services. They develop quantitative data analytics, build business and marketing strategy and apply critical thinking and consultative communication.
“We’re a left-brain and right-brain team,” said Alina Levin, senior director. “We think deeply about analytic puzzles and communicating persuasively to influence myriad client stakeholders.”
We sat down with Crossix to discuss their dedication to collaboration in a field where individual effort is often the norm.
YEAR FOUNDED: 2004.
EMPLOYEES: 130.
THE TEAM: In addition to developing quantitative data analytics, the team is responsible for executing and delivering client engagements and building long-term client relationships.
IDEAL CANDIDATE: Anyone with a sharp intellectual curiosity and passion for what they do.
PERKS: A stock options plan, plus free snacks and beer. Rooftop and lounge spaces.
WATCH YOUR WATERMELON: Crossix has a Field Day competition featuring a watermelon-eating contest. The same person has won every year.
SOFTWARE: Excel, PPT, a proprietary language for processing healthcare transactional data, SQL for working with databases, Tableau, Spotfire and WEKA.
Shannon Scott, Analytics Services Manager
As the analytics services manager at Crossix, Scott makes sure that clients have the data and insights they need to solve key business challenges. This includes account management and continually building expertise in the industry through analytics. She also oversees the team that works on these projects.
BEYOND WORK: After work, Scott binge watches Netflix or gets her groove on in a Zumba class. That is, when she’s not running the New York City Marathon.
Describe what your team does. What metrics are you analyzing?
Scott: My team is tasked with connecting patient health data to generate actionable insights. Helping clients reach consumers and patients most in need of products will ultimately empower consumers to take more of a leading role in their healthcare journey.
I do put a big emphasis on team camaraderie. I want to make sure the team is excited about what they are doing and feel valued.
With the technology we have, we can shed light on unanswered questions. That includes questions like: How do I more effectively reach the intended audience diagnosed in category? And: How effective is my digital campaign at driving sales?
At the beginning of each analysis, we think through these questions and which health metric we can pull. There is so much data to pull from. But most commonly, we are looking at rates of audience treatment or diagnosis in the given category.
Walk us through a successful project you’re proud of.
Scott: I recently led a cool TV frequency optimization analysis. It tied TV viewership data with actual prescription sales data to understand how conversion to a medicine increases with each additional ad exposure. This highlights if and where clients are wasting resources.
We found there is a clear point of diminishing return. This particular client has since planned to optimize creative rotation — changing the duration and type of advertisement — based on this information. I'm proud when I leave these meetings and the clients see the value that we see in our analytics.
[W]orkdays are way more fun when you enjoy the company of those you are with!"
Tell me about a company or team tradition. Why is it meaningful?
Scott: At the end of every summer, we have a Crossix Field Day. Everyone is split into teams and we head to Central Park for a day of competition. I enjoy it because I always discover new talents of my team members, like gymnastics or hula hooping. And one of my analysts has never lost the watermelon-eating contest.
It’s important to build relationships and camaraderie outside of the workplace, especially because our company relies on the strength of the network and inter-team communication. Also, workdays are way more fun when you enjoy the company of those you are with!
Alina Levin, Senior Director
As senior director, Levin works to provide clients with answers to their key business questions through data, while providing insight and forward thinking to their marketing strategy. She also focuses on helping her team develop their professional skills.
BEYOND WORK: Levin enjoys family time — and likes to hike, travel and eat great food.
Describe an ideal candidate for this team. When interviewing, how do you know you’ve found the right person?
Levin: I am looking for initiators — people who are motivated by curiosity and the desire to deliver quality work and insights. We are consistently looking to innovate at Crossix, whether it be our client-facing solutions or internal processes. I want someone who is inspired to be innovative with us. Also, it is important that the individual is data-driven and can think analytically.
What’s the most rewarding thing about your customer analytics work here?
Levin: A large part of what we do is help clients evaluate current marketing programs in healthcare: are they reaching the right audience? Are they effective at encouraging patients to take the next step in their condition treatment?
The rewarding part of the job is that we are helping pharma companies and agencies find and talk to their patients. This is so important because patients don’t always know what treatments are available for them or where to find the right information.
The rewarding part of the job is that we are helping pharma companies and agencies find and talk to their patients."
Name the qualities that make someone successful on this team.
Levin: Obviously, there needs to be a base comfort level of working with data and being able to interpret it. Beyond that, those who really grow in their careers and help Crossix grow as an organization are individuals who have independent curiosity. They are motivated and excited to continuously learn and see what the data reveals. They take ownership: they not only deliver on their assigned work but take pride in seeing the final product come to life. Also, they collaborate. They share knowledge and ask questions across the organization to help improve on what we do.
Michael Ramadei, Analytics Service Manager, Client Services
Ramadei is responsible for managing relationships and project execution for client accounts. He leads a team of analysts and associates to deliver analyses and consulting across varied engagements with Crossix clients. He loves collaborating closely on design, tight execution and polished delivery to create value for clients.
BEYOND WORK: Even when they’re playing like potato sacks, Ramadei loves the New York Giants.
What analytics software systems do you use? Why?
Ramadei: We utilize a variety of software and tools across our analytics process. While tools like Excel and PPT are a constant, our analytics process is primarily driven by a proprietary language optimized for processing healthcare transactional data. We use SQL for working with databases and incorporate a variety of data visualization and machine learning tools for other projects including Tableau, Spotfire, and WEKA among many others.
Describe training for new people. What processes are in place to make new analysts successful?
Ramadei: Crossix has a deep tradition of mentorship and learning. New hires start out with an approximately five-week training program covering everything from the healthcare landscape, marketing, pharma marketing, SQL, Excel, our analytics process, our business model and products. Training is a mixture of classroom style lectures and individual exercises mimicking specific pieces of the analytics process.
The last two weeks of the program include an exercise where new hires individually run through a previously delivered live analysis and then deliver the results to the company. There is a lot to learn in a short time, so all new hires are placed in small groups and assigned a mentor. These mentor groups meet daily during training and regularly after as well. There is also ongoing training and continued learning on the job. Crossix encourages actively asking questions.
Crossix has a deep tradition of mentorship and learning."
If a team member came to you and said they were burnt out, what would you do?
Ramadei: Working in client services is both rewarding and challenging. There are times when project loads can be heavier than normal or deadlines inflexible. If this happens for an extended period, it’s easy to get burned out. I’ve worked through this with members of my team and I’ve also been in this situation earlier in my career.
The first step is to help them stop and look at everything on their to-do list. Then we look at other factors, like: are they spending too much time in the office? Sometimes working remotely, or simply taking a vacation, is just what they need. Knowing you have a break on the horizon can do a lot to get you through that last stretch.
