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
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

ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 3

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


2,500,000,000,000,000,000


2,500,000,000,000,000,000

That’s BIG


2,500,000,000,000,000,000

But it’s not

BIG DATA

datasets
where the size is beyond the
Big data refers to

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


VOLUME

VELOCITY

VARIETY

Source: HBR, Big Data: The Management Revolution. http://hbr.org/2012/10/big-data-the-management-revolution/ar


Source: The Big Data Zoo – Taming the Beasts

GOOD DATA WON’T GUARANTEE
GOOD DECISIONS

Source: Harvard Business Review


GOOD DATA WON’T GUARANTEE
GOOD DECISIONS

WHY?
Source: Harvard Business Review


ANALYTIC
SKILLS ARE
CONCENTRATED IN
TOO FEW
EMPLOYEES

IT NEEDS TO
SPEND MORE

“I”

TIME ON THE
AND LESS ON THE

“T”


RELIABLE
INFORMATION
EXISTS,
BUT IT’S HARD TO
LOCATE

BUSINESS
EXECUTIVES
DON’T MANAGE
INFORMATION AS
WELL AS THEY
MANAGE TALENT,
CAPITAL AND
BRAND


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”

1

Visceral

2

Empirical

3

Informed
Skeptic

4

Psychic


MEETING PLANNERS MUST BECOME
“INFORMED SKEPTICS”
Data isn’t the
solution.
It’s a tool.

3

Informed
Skeptic


Set your
objectives: What
do you want to
know?

Evaluate and
adjust

ACTIONABLE
DATA

Implement and
review regularly

What data do you
have? What data
do you need?

Create your plan,
define reports


FINANCIAL OPTIMIZATION


BUSINESS OPTIMIZATION


EXPERIENCE OPTIMIZATION


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?


“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

Aimia: The Big Deal About Big Data -- How It Will Transform Pharma Meeting and Event Delivery

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