aimia: the big deal about big data -- how it will transform pharma meeting and event delivery

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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16

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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

24

REGISTRATION

25

FINANCIALS

26

27

SURVEYS

28

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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 david.nickelson@aimia.com

763.445.3442