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
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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
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AUDIENCE PARTICIPATION
3 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved.
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
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That’s BIG
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BIG DATA
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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
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SOURCING
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REGISTRATION
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FINANCIALS
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SURVEYS
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28
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GOOD DATA WON’T GUARANTEE GOOD DECISIONS
30 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved.
Source: Harvard Business Review
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GOOD DATA WON’T GUARANTEE GOOD DECISIONS
WHY?
31 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved.
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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35 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved.
BUSINESS
EXECUTIVES
DON’T MANAGE
INFORMATION AS
WELL AS THEY
MANAGE TALENT,
CAPITAL AND
BRAND
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AUDIENCE PARTICIPATION
36 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved.
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)…
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MEETING PLANNERS MUST BECOME
“INFORMED SKEPTICS”
37 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved.
1
2
3 Informed Skeptic
4 Psychic
Empirical
Visceral
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MEETING PLANNERS MUST BECOME
“INFORMED SKEPTICS”
38 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved.
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
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FINANCIAL OPTIMIZATION
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BUSINESS OPTIMIZATION
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EXPERIENCE OPTIMIZATION
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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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45 © 2013 Aimia. All rights reserved.
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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46 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved.
“THE GOAL IS TO TURN
DATA INTO
INFORMATION, AND
INFORMATION INTO
INSIGHT.”
Carly Fiorina, former executive, president, and chair
Hewlett-Packard Co.
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THANK YOU!
Dr. David Nickelson, Esq. Vice President
Health & Pharma Strategy [email protected]
763.445.3442