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Paragon Solutions, Inc. Proprietary and Confidential
Why Pharma Marketers Must Embrace Big Data Now
Big Data as a Driver of Analytics
9 October 2012
Paragon Solutions, Inc. Proprietary and Confidential
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Agenda
What I would like to accomplish today is to provide an overview
Paragon Solutions, Inc. Proprietary and Confidential
The Past
Big Data Historical Context
Paragon Solutions, Inc. Proprietary and Confidential
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1940’s Rider estimated university libraries were doubling in size every 16 years
The Past
Fremont Rider, a Wesleyan University Librarian, published,
“The Scholar and the Future of the Research Library”
Harvard Mark-1 is completed
• Conceived by Harvard professor Howard Aiken
• Designed and built by IBM
• Room-sized, relay-based calculator
• Quickly superseded by stored program computers
Given this growth rate, Rider speculates that the Yale
Library in 2040 will have:
• ~ 200,000,000 volumes
• Occupy over 6,000 miles of shelves
• requiring a cataloging staff of over 6,000 persons
Marketing Environment
• 1st TV commercial aired July 1, 1941
• NY station before Brooklyn Dodgers & Phillies game
• 10-second spot displayed a picture of a clock
superimposed on a map of the United States
• Tagline "America runs on Bulova time”
Paragon Solutions, Inc. Proprietary and Confidential
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1960’s To cope with the present information explosion they suggested
H. Gray & H. Ruston published, “On Techniques for Coping with
the Information Explosion in IEEE Transactions on Computers
CDC´s 6600 supercomputer unveiled
• Performed up to 3 million instructions per second
• Part of the speed derived from 10 small computers
funneling data to a large central processing unit
• Fastest computer in the world until 1968
The Past
• No one should publish any new papers
• Or only short papers should be published <2500
characters
• Short papers should delete one or more papers
whose combined length is 2501 characters +
Marketing Environment
• Mass media dominated the consumer landscape
• Audience coverage of 80% was accomplished with
only three 60 second TV spots.
Paragon Solutions, Inc. Proprietary and Confidential
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1980’s Growth trends in 17 major communications media from 1960 to 1977
Ithiel de Sola Pool published, “Tracking the Flow of Information
in Science”.
Cray introduces X-MP Supercomputer
• CPU had a 9.5 nanosecond clock cycle
• Supported 2 million 64-bit words (16 MB) of main
memory in 16 banks
• World's fastest computer from 1983 to 1985
The Past
• Words made available to Americans through
media grew at a rate of 8.9% per year
• Growth in the flow of information was due to the
growth in broadcasting
• By 1977 point-to-point media was growing faster
than broadcasting
CERN CRAY-XMP48 exposed at the EPFL in Switzerland
Marketing Environment
• 1.800 numbers as a call to action was in its infancy
changing the shape of television advertising
• PC was just being offered to the general public
• dB Marketing a precursor to CRM emerges
Paragon Solutions, Inc. Proprietary and Confidential
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So, what was the impact on
marketers?
The Past
Paragon Solutions, Inc. Proprietary and Confidential
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American Express established a competitive niche
The Past
1990’s Citicard’s total transactions volume represented 4% of U.S. GDP
• Unable to identify total purchases at the individual level
• Hampered their ability to deliver & manage a personalized,
tailored credit card experience
• Customer relationship management impact limited
• Data control enabled precision profiling, segmentation
and targeting
• Enabled concise personalize and tailored messaging
• Established control over LTV and Share of wallet KPIs
Paragon Solutions, Inc. Proprietary and Confidential
The Present
Modern Day Uses of Big Data
Paragon Solutions, Inc. Proprietary and Confidential
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The Present
collects and aggregates data from the 4 million vehicles
• Uses in-car sensing and remote app management software to create a virtuous cycle of
information
• Engineers glean information on a range of issues that could help them improve the quality,
safety, fuel economy and emissions of the vehicle:
- How drivers are using their vehicles
- Driving environment
- Electromagnetic forces affecting the vehicle
- Feedback on other road conditions
• Paul Mascarenas, Chief Technical Officer of Research and Innovation stated in CIO
Journal, “Improving quality is about building a database and really understanding how
people are using their vehicles and making better choices and better decisions”
Paragon Solutions, Inc. Proprietary and Confidential
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• Winning team created the No Sleep Kills website,
where people can access info on how poor sleeping
patterns can lead to drowsy drivers & auto accidents
• Aims to draw attention to the link between sleep
apnea, a condition in which people temporarily stop
breathing during sleep, and vehicular crashes.
• They incorporated anonymized patient data from
Athena Health and several sources, including publicly
available data from Centers for Disease Control and
the National Highway Traffic Safety Administration
The Present
85 participants formed groups to create an application that turns
large amounts of health care data into useful information for
patients and care providers.
Paragon Solutions, Inc. Proprietary and Confidential
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Medical diagnostics company developed 1st non-intrusive test for predicting coronary artery disease
The Present
• Developed predictive test that could identify coronary
artery disease in its most nascent stages
• Researchers analyzed over 100 million gene samples to
identify the 23 primary predictive genes for CAD
• Only blood test that can quickly and safely identify
symptomatic patients unlikely to have obstructive CAD
The “Corus CAD Test,” was recognized as one of the “Top Ten Medical
Breakthroughs of 2010” by TIME Magazine
Paragon Solutions, Inc. Proprietary and Confidential
The Future
Potential Marketing Use Cases
Paragon Solutions, Inc. Proprietary and Confidential
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Marketing has only begun to see the tip of “Big Data” iceberg
• What you wear
• What you see
• What you eat
The Future
Are just a few of the events that will create data points impacting marketing capabilities in the future
Paragon Solutions, Inc. Proprietary and Confidential
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Future of wearable health tracking sensors devices looks bright
Implications: As marketers advance their profiling capabilities, identifying users of wearable devices will improve marketing message engagement and efficiency of marketing expenditure
The Future
• A seed accelerator for health startups predicts
~400 million products will flood the market by 2014
• Tracking and analyze exercise, diet, and sleep
data will be commonplace
• Sensors will emerge in unexpected items: Pillows,
seating (office, car), toilets Jawbone UP flexible wristband $99.99
What you wear
Paragon Solutions, Inc. Proprietary and Confidential
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It’s a visual world, is augmented reality the final frontier?
Implications: As part of a comprehensive health regimen Marketers will be able educate patients and caregivers on the fundamental and advanced aspects of disease treatment and management
The Future
• Computer-generated sensory input (sound, video,
graphics or GPS data) will enhance peoples lives
• Info about the surrounding real world of the user
becomes interactive & digitally manipulatable
• People will tailor and personalize their experiences
What you see
Paragon Solutions, Inc. Proprietary and Confidential
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“You are what you eat” soon to be a reality . . . . .
• FDA approved Proteus ingestible digital
sensor will be used ubiquitously
• Data capture and Real-time tracking will be
delivered to mobile healthcare app
• Ability to share to designated 3rd parties;
HCPs, caregivers, solutions providers, etc.
Implications: Digital adherence programs that capture data points and provide a comprehensive real-time “health status” view will facilitate enhanced usage and move capabilities toward enabling advocacy relationships
The Future
What you eat
Paragon Solutions, Inc. Proprietary and Confidential
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The game changer in the future is not the content, devise, channel, platform, or technology . . . .
The Future
. . . . it’s capturing and leveraging the data
Paragon Solutions, Inc. Proprietary and Confidential
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To advance enterprise marketing capabilities, consider . . .
The Path Forward
•Consolidating marketing dB’s into single a repository
•Leveraging predictive models to advance profiling, segmentation & targeting capabilities
• Improving operational efficiency by utilizing an enterprise wide Campaign Management System
•Enhancing optimization through standardized KPIs
Paragon Solutions, Inc. Proprietary and Confidential
Questions?
Big Data as a Driver of Analytics