A large data analysis tour of Bayer first-Ling medicine

The deeper insights provided by predictive analytics have created a much-appreciated competitive advantage for this specialist pharmaceutical company. Its internal http://www.aliyun.com/zixun/aggregation/10242.html "the questions asked by > Market researchers include: which diseases do not have any form of treatment?" Which drugs have serious side effects that can be avoided with new drugs? How satisfied are the patients with their treatment? How many patients can get help with some kind of medicine? How well do patients know about specific drugs? is capsule packaging or pill packaging reasonably structured so that patients can understand them?

All of these issues constitute the core work of 42 employees in the global market Research Unit of Bayer Medicine in Berlin, Monterey (NJ), Mexico and Singapore. The market research team led by Dr. Thomas Hein answered these questions in a very accurate manner on behalf of the pharmaceutical company's marketing and sales department. For example, they know that contraceptive Yasmin is the most likely drug for a 30-40-year-old female doctor working in a major city.

Using IBM SPSS Statistics and IBM SPSS

Modeler for DIY Market Research the global market Research Division of Bayer first-time medicine a significant factor in the different market research sectors in the field is that the statistical analysis of the data collected and the answers to these questions are not done entirely by external market research institutions. Dr. Hein's Department also analyzes questionnaires and internal test data, and is the most important user of IBM's SPSS predictive analytics solution suite.

Although Bayer Medicine does not employ outside firms to perform market research, there are 3 reasons to be able to ensure that the results of analysis and raw data are available in the form of predictive analysis documents. The first is quality control, the second is the ability to perform ad hoc analysis, and the third is to hold

The ability to do metadata analysis. The evaluation of the results of "orderly" market analysis often leads to new problems, and the global market Research department can then quickly answer these questions by using predictive analysis software to analyze the data in an ad hoc manner. Bayer may use these documents years later

Further meta data analysis is carried out from different angles.

Prior subdivision creates clear target groups

But the whole story didn't end there. Bayer Medicine typically uses predictive analytics software and combines its own approach to segment target groups (basically doctors) in customers. Without the use of regular clustering methods, Dr Hein and his staff use prior segmentation to identify actual targets

Customer groups. If the more commonly used cluster analysis reveals that doctors (especially the innovative young doctors) prescribe a specific oral contraceptive pill, the marketing and sales department will ask itself the question: how do we attract this group of people through specific promotions

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Therefore, prior to the breakdown period and before the data analysis phase, the market research department developed "meaningful" and "addressable" variables, such as the demographic data of physicians, outpatient location, hospital size, etc., which can be compared with the behavior and setting variables of the investigation. Using this factor and the Chaid analysis contained in IBM SPSS Modeler, you can then determine which variables are meaningful, which behavioral factors and settings create the most explicit classifications, and which data has the best predictive performance in terms of the behavior characteristics being examined.

The results provide a well-defined target group (e.g., women, 30-40 years of age, working in a large city) for Bayer, which provides an indispensable guide to the marketing and sales department. This has brought valuable resource savings to the company and improved customer satisfaction.

This is because it is only when a doctor is highly likely to be interested in a particular drug that Bayer may use targeted direct mail, electronic medicine marketing methods, or sales reps to promote them.

Feedback from the marketing and sales department provides support for the approach taken by Dr Hein's team. They can see the use of target groups defined by the prior subdivision to make their work more successful than ever. Although other methods provide attractive and reasonable names for customer groups, they are not practical.

Competitive advantages of using predictive analytics software

According to Dr. Hein, the advantage of using these statistical tools internally, relative to competitors, is that it offers a real competitive advantage. "Performing your Own data analysis brings insights that are more in-depth than relying entirely on external market research institutions," he said. ”

It supports a very flexible approach that can even be used directly in workshops with internal customers. The Global market Research department has chosen the IBM SPSS Statistics as its standard statistical software because it sets standards in the field of market research. Industry research institutes are using it,

Almost all leading market research companies are using it. Researchers know how to use it because they are often used in college or university courses. This facilitates collaboration between internal and external market researchers, eliminating any additional overhead for training employees to use the software.

Only industry-standard statistical data analysis software is good enough

While Dr. Hein regularly examines viable alternatives in the marketplace, there are other reasons why Dr Hein, his team and the entire market research arm of Bayer's first-ever pharmaceutical use IBM SPSS applications to get knowledge from data. One reason is its user-friendliness, which is used

The fact that a user does not need any programming knowledge to use the IBM SPSS kit can actually be reflected. As long as you have practical statistics and software knowledge, you can use the IBM SPSS windows-based interface to run the analysis. Advanced users with programming skills enjoy the ability of the software to save project syntax and reuse it later, which can lead to significant time savings.

Another important aspect that people like about IBM's SPSS software is the training and consulting services that software providers offer. This is especially useful during the introduction of a prior subdivision period, during which the global market Research department can benefit from the one-to-one guidance provided, which helps the relevant staff to quickly use IBM

The SPSS Statistics realizes the classification technology.

The future of predictive analysis: Data warehousing combines primary and secondary data sources

Bayer will continue to rely on IBM SPSS software in the future. The next major project planned by the company is to establish a data warehouse in which key performance indicators related to its products, sales and revenue will be related to competitor metrics, as well as to diagnostic and follow-up treatment

Medical information is tightly integrated. The analysis front-end of the Data Warehouse will be an IBM SPSS solution. Dr. Hein itself is a long-time user of IBM's SPSS software. He has been using the product for 25 years, from a cumbersome mainframe version to a user-friendly version of Windows, which is a

An active user.