Retrospective Probability of Success (PoS) answers “what usually happens across programs.” Apotek Signal answers “what is likely to happen for this asset.” Key Takeaways Apotek Signal quantifies clinical risk at the asset level :  It estimates the probability that a specific trio of drug–target–indication will succeed at a given clinical phase. Phase-aware by design : Separate models for clinical trial phase I, II, and III reflect how decision criteria change across developme

Marketing measurement has gone through three distinct phases: 1. Legacy MMM Era (pre-2010s) 2. Attribution Boom (2010s) 3. MMM Rebirth (2020s) This isn’t a story about preference. It’s a story about adaptation to thrive in the everchanging business world.

How optimizing leads early can foresee risks, ensure safety and developability, and protect intellectual properties

Data Detail is Crucial: To perform causal analytics like Marketing Mix Modeling, you must preserve raw, event-level data (joint distributions). Summary reports (marginals) discard the necessary context to attribute success to specific combinations of customer traits. Avoid the "Average" Trap: Aggregated data can hide the true story. Two completely different customer behaviors can look identical in summary reports, making accurate attribution impossible without the raw source