Suresh Martha, Head of Data-Driven Innovation & Analytics for EMD Serono Inc talks with us about how additional datasets can provide much-needed market context to the business In this week's episode of the Business of Data podcast, host Catherine King talks with Suresh Martha, Head of Data-Driven Innovation & Analytics for the healthcare business of Merck KGaA, Darmstadt, Germany, EMD Serono Inc. Together they walk through the challenges and benefits of third party data, and how it can add in market context which allows you to stay competitive. In the discussion this week: Data quality challenges of third-party data Ethics and access to third-party data Thinking outside the box of traditional datasets Marketing intelligence benefits