aimia: the big deal about big data -- how it will transform pharma meeting and event delivery
DESCRIPTION
* What is Big Data? What is it Not? *Recognizing Big Data trends and how it has transformed other industries *The opportunities and challenges presented by "Big Meeting Data" to pharma meeting planners including SMM, personalization, optimization, specialization and globalization * What pharma meeting planning looks like 10 years from nowTRANSCRIPT
THE BIG DEAL ABOUT BIG DATA
How It Will Transform Pharma
Meeting and Event Delivery
November 5, 2014
David Nickelson, PsyD, JD
VP, Health & Pharma Strategy
Aimia, US
AUDIENCE PARTICIPATION
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How many bytes of information does Walmart collect every hour?
Enough to fill:
1. 500,000 file cabinets
2. 5,000,000 file cabinets
3. 50,000,000 file cabinets
4. 5 billion file cabinets
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AUDIENCE PARTICIPATION
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How many bytes of information is collected around the world every day?
Enough to fill the Earth’s oceans:
1. 7 times
2. 70 times
3. 700 times
4. 7,000 times
2 5 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 , , , , , , 0 0
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2 5 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 , , , , , , 0 0
That’s BIG
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BIG DATA
2 5 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 , , , , , , 0 0
But it’s not
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Big data refers to datasets
where the size is beyond the
ability of typical database
software tools to capture, store,
manage and analyze.
Source: Big data: The next frontier for innovation, competition and productivity | McKinsey Institute
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Source: HBR, Big Data: The Management Revolution. http://hbr.org/2012/10/big-data-the-management-revolution/ar
VOLUME VELOCITY VARIETY
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Source: The Big Data Zoo – Taming the Beasts
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BIG DATA & MEETING
PLANNING
SOURCING
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REGISTRATION
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FINANCIALS
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SURVEYS
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GOOD DATA WON’T GUARANTEE GOOD DECISIONS
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Source: Harvard Business Review
GOOD DATA WON’T GUARANTEE GOOD DECISIONS
WHY?
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Source: Harvard Business Review
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ANALYTIC
SKILLS ARE
CONCENTRATED IN
TOO FEW
EMPLOYEES
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IT NEEDS TO
SPEND MORE
TIME ON THE “I” AND LESS ON THE
“T”
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RELIABLE
INFORMATION
EXISTS,
BUT IT’S HARD TO
LOCATE
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BUSINESS
EXECUTIVES
DON’T MANAGE
INFORMATION AS
WELL AS THEY
MANAGE TALENT,
CAPITAL AND
BRAND
AUDIENCE PARTICIPATION
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How do you use data to make decisions?
1. Data, data, data – “I go with the numbers.”
2. Trust my gut – “My instincts are always right”
3. Data and gut – “The data says “X”; however, …”.
4. Magic 8 Ball (the app, not the toy)…
MEETING PLANNERS MUST BECOME
“INFORMED SKEPTICS”
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1
2
3 Informed Skeptic
4 Psychic
Empirical
Visceral
MEETING PLANNERS MUST BECOME
“INFORMED SKEPTICS”
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3 Informed Skeptic
Data isn’t the solution. It’s a tool.
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Set your
objectives: What
do you want to
know?
Create your plan,
define reports
What data do you
have? What data
do you need?
Evaluate and
adjust
Implement and
review regularly
ACTIONABLE
DATA
FINANCIAL OPTIMIZATION
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BUSINESS OPTIMIZATION
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EXPERIENCE OPTIMIZATION
AUDIENCE PARTICIPATION
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By the way, how are you feeling right now?
1. Excited! Ready to put Actionable Data to work
2. Interested enough to do a little more research into the topic
3. Still a little concerned
4. How in the world am I going to do this?
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Time to add
Informed Skeptical Data
Scientist
to your pharma meeting planner skills
and expertise
Source: Anatomy of a Data Scientist ǀ fico.com
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“THE GOAL IS TO TURN
DATA INTO
INFORMATION, AND
INFORMATION INTO
INSIGHT.”
Carly Fiorina, former executive, president, and chair
Hewlett-Packard Co.
THANK YOU!
Dr. David Nickelson, Esq. Vice President
Health & Pharma Strategy [email protected]
763.445.3442