Malcolm Sturgis is a Principal with ZS Associates, a global professional services firm, and is based in Evanston, Illinois.Malcolm is the global leader of ZS’s Integrated Analytics practice area. In this role, Malcolm helps clients create growth-focused analytics strategies and build the organization and tech they need to deliver those strategies.Malcolm has advised life sciences companies on a broad range of analytically driven topics since 2005. He has deep expertise in data and analytics strategy, investment measurement and optimization, and patient support and consumer marketing analytics.Malcolm also plays a key role in ZS’s development of industry wide analytics solutions. This includes the design of ZS AffinityMonitor™, an innovative, cross-pharma database capturing individual channel affinities for over 800,000 HCPs, and AQTION™, ZS’s next-gen closed loop solution for DTC measurement. Malcolm is currently leading the data and analytics capabilities of ZAIDYN™, ZS’s platform for life sciences companies of all sizes to digitally transform and scale customer engagement, field performance, analytics and clinical capabilities.