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

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* 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 now

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

  1. 1. 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
  2. 2. 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
  3. 3. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 4
  4. 4. AUDIENCE PARTICIPATION 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 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 5
  5. 5. 2,500,000,000,000,000,000 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 6
  6. 6. 2,500,000,000,000,000,000 That’s BIG ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 7
  7. 7. 2,500,000,000,000,000,000 But it’s not BIG DATA ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 8
  8. 8. 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 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 9
  9. 9. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 10
  10. 10. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 11
  11. 11. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 12
  12. 12. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 13
  13. 13. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 14
  14. 14. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 15
  15. 15. 16
  16. 16. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 17
  17. 17. VOLUME VELOCITY VARIETY Source: HBR, Big Data: The Management Revolution. http://hbr.org/2012/10/big-data-the-management-revolution/ar ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 18
  18. 18. Source: The Big Data Zoo – Taming the Beasts ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 19
  19. 19. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 20
  20. 20. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 21
  21. 21. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 22
  22. 22. BIG DATA & MEETING PLANNING
  23. 23. SOURCING 24
  24. 24. REGISTRATION 25
  25. 25. FINANCIALS 26
  26. 26. SURVEYS 27
  27. 27. 28
  28. 28. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 29
  29. 29. GOOD DATA WON’T GUARANTEE GOOD DECISIONS Source: Harvard Business Review ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 30
  30. 30. GOOD DATA WON’T GUARANTEE GOOD DECISIONS WHY? Source: Harvard Business Review ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 31
  31. 31. ANALYTIC SKILLS ARE CONCENTRATED IN TOO FEW EMPLOYEES ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 32
  32. 32. IT NEEDS TO SPEND MORE “I” TIME ON THE AND LESS ON THE “T” ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 33
  33. 33. RELIABLE INFORMATION EXISTS, BUT IT’S HARD TO LOCATE ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 34
  34. 34. BUSINESS EXECUTIVES DON’T MANAGE INFORMATION AS WELL AS THEY MANAGE TALENT, CAPITAL AND BRAND ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 35
  35. 35. AUDIENCE PARTICIPATION 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)… ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 36
  36. 36. MEETING PLANNERS MUST BECOME “INFORMED SKEPTICS” 1 Visceral 2 Empirical 3 Informed Skeptic 4 Psychic ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 37
  37. 37. MEETING PLANNERS MUST BECOME “INFORMED SKEPTICS” Data isn’t the solution. It’s a tool. 3 Informed Skeptic ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 38
  38. 38. 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 ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 39
  39. 39. FINANCIAL OPTIMIZATION ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 40
  40. 40. BUSINESS OPTIMIZATION ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 41
  41. 41. EXPERIENCE OPTIMIZATION ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 42
  42. 42. AUDIENCE PARTICIPATION 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? ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 43
  43. 43. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 44
  44. 44. Time to add Informed Skeptical Data Scientist to your pharma meeting planner skills and expertise Source: Anatomy of a Data Scientist ǀ fico.com © 2013 Aimia. All rights reserved. 45
  45. 45. “THE GOAL IS TO TURN DATA INTO INFORMATION, AND INFORMATION INTO INSIGHT.” Carly Fiorina, former executive, president, and chair Hewlett-Packard Co. ExL Pharma ǀ 9th Pharmaceutical Meeting Planners' Summit ǀ © 2013 Aimia. All rights reserved. 46
  46. 46. THANK YOU! Dr. David Nickelson, Esq. Vice President Health & Pharma Strategy david.nickelson@aimia.com 763.445.3442

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