August 2025

Welcome to the August edition of the Marketing Operations newsletter which includes the latest on best practices, knowledge sharing and system/process updates for our global and regional sales and marketing colleagues. The newsletter is now available through Go IQ. Use the Go IQ link to comment, like or share with colleagues.

Let others know what is working! If you have a learning or success to share with the community connect with us.

Marketing operations open office hours

We look forward to having everyone join us
on Wednesday, September 3 at 9am EDT for our September Open Office hours call!

Agenda:

·    Keep Marketing Performance Hub (MPH) dashboards accurate: Self-Reported data - Srujana Pavuluri

·    Q&As

Plan to attend the next Open Office Hours on September 3 @ 9am EDT. Register here to receive the monthly invite. 

Unlock smarter insights: AI filter now live on campaign performance page

We’ve added a new filter to the Marketing Performance Hub (MPH) Campaign Performance dashboard. The new filter is designed to help you quickly analyze the impact of AI-related initiatives.

From the Campaign Performance dashboard, click on the right-hand side panel filter to open it. Once opened, the AI Filter is an option on the page. When selected, the filter will display performance results only for campaigns or webpages tagged as “AI” related. 

Marketers are responsible for designating their campaign or webpage as AI w

hen submitting request forms. Tag your campaigns and webpages correctly by checking the box shown to the right. This ensures that performance data is captured and accessible under the new filter.

Creative ways to use AI: Enhance Google Ads using Generative AI

In working with marketers, we have heard that crafting effective ad copy for Pay-Per-Click campaigns can be challenging and sometimes time-consuming. To help generate ideas, consider taking advantage of generative AI, which is now assisting brands in creating and optimizing Google Ads across text, video, and display formats. Marketers can use Copilot to create ad copy for Google, leveraging its capabilities to quickly draft compelling content tailored to campaign goals and audience segments.

As you look at potential ideas and approaches to pilot, consider trying out some of these best practices for using AI to improve your Google Ads campaigns:

·    Be specific: Identify your audience, product benefits, tone, and keywords. 

·    Use examples: Provide high-performing copy to help the AI align with your brand voice.

·    Set parameters: Include character limits, call-to-action text (CTAs), and disclaimers to ensure the ad is ready.

·    Refine iteratively: Modify your prompt based on initial outputs to enhance results.

Always review the final output to ensure it makes sense and reflects IQVIA’s brand voice. Take a moment to revisit our IQVIA Writing Style Guide—your go-to resource for crafting clear, consistent, and brand-aligned content. Whether you're drafting a newsletter, social post, or internal communication, our style guide helps ensure your message resonates with the right tone and clarity. 

Need help or have questions? Feel free to reach out to Sandeep Kamboj for more guidance. 

Inside the commercialization website revamp: Strategy, execution and tools in action

During our August Marketing Operations Open Office Hours, Alexis Mills shared highlights from the six-month project to restructure IQVIA’s commercialization website. The initiative followed a three-phase approach—defining scope, refreshing content, and rebuilding the site architecture—to better showcase IQVIA’s offerings. 
 
Key elements included: 

·    Use of the Octopus platform to visualize and workshop the site map.

·    An Excel tracker to manage URL changes and coordinate with Web OPS.

·    A new “packet” system to streamline content updates and ensure consistency.

·    A planned blackout period to support a smooth launch.

The presentation for the Marketing Operations Open Office Hours – August Session can be found ⁠here and a recording of the session can be accessed ⁠here. If you are interested in using any of these tools, please reach out to Business Partnerships. 
 
Plus, don’t forget that all previous Open Office Hour presentations can be found here. 

The definition index: Clarifying KPIs, acronyms & more

This new section will explain and define various acronyms, key performance indicators (KPIs), and other nomenclature that is often requested by teams as we collaborate and share ideas, work on projects, and market our services.

 

Learn about other definitions and acronyms that are part of the marketing performance hub dashboards..

Lean-driven success in merger and acquisitions

One year into our Lean journey, the GTO team’s Kaizen initiative has transformed IT integration post-acquisition—boosting transparency, speed, and cross-team collaboration. A key milestone: backlog reduction exceeded 50% in 2024, with an 80% target by end of 2025. 
 
By mapping the integration process with a cross-functional team, we uncovered inefficiencies and aligned efforts across IT and adjacent functions. Lunch-and-learn sessions fostered shared ownership and continuous improvement. 
 
With clearer roles, streamlined communication, and dedicated teams, our IT project managers now feel more empowered and supported. 
 
Please Follow The Lean Connection and Visit Lean BPI&A for all the latest helpful news, information or new idea submissions.

Internal tools, resources, and support

Links for Marketing Automation tools, resources, and reports:

Benchmark report	Coverage report
NNC report	Contact Us
Marketing Operations Toolbox	Marketing Performance Hub

Don’t forget to join the Marketing Operations office hours on the first Wednesday of the month at 9am EDT if you have any questions! The next session is on September 3. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox.