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Data Integration – The Value from Listening

Part 2: Value of Listening

Part one of Anexinet’s big data series focused on the importance of listening to unstructured data. Part two of the series dives deep into Data Integration. First and foremost, what is data integration and more importantly why should you care about it? In short, data integration combines data from previously isolated sources and turns it into meaningful and valuable information. A complete data integration solution delivers trusted data from a variety of sources to ultimately yield powerful business insights.

We will not focus on the technical aspects of data integration, instead we will detail key challenges of data integration and how the results from unstructured data listening can be integrated with more traditional structured data sets to provide a complete view of your customers.

A key component of data integration is deciding which data sets to use and how to integrate them. It is critical to identify the key business questions that need to be answered and which fields can be combined across different data sets to answer those specific questions.

Concerns about data access, security, and storage are the common obstacles that clients face in this type of data integration. We recommend a flexible service approach that includes on premise, cloud, or hybrid implementations. Every data set is unique and requires compatibility with various platforms and technologies to handle both the integration and output of the data. The output of this integration can vary from dashboards to reports. A flexible approach to the technologies involved and how they are deployed is the best way to ease any data access, security, or storage concerns.

An additional challenge with integrating unstructured data is that it is complex and messy. One of the main outputs of “listening” to unstructured data is ultimately providing structure to the data by categorizing and filtering the data. Once the unstructured data is categorized into a structured data set, it can then be more easily integrated with other data sets to answer specific business questions. Next we will highlight a few simple data integration examples.

Using their proprietary methodologies, ListenLogic independently tracked conversations from patients regarding switching from Byetta to Victoza occurring on open social media over the course of 8 months. As a secondary data set, ListenLogic overlapped Victoza’s estimated Rx data, which would have been delivered on a 2-3 week lag.

In the chart below, the orange line shows online patient conversations discussing switching (SC) from diabetes brand Byetta to Victoza on a daily basis. The green and pink lines show the estimated scripts filled per week at the pharmacy. Data shows an acceleration of switching conversations in July and Aug before the script data is available, which ultimately could be used as a predictive indicator.

Victoza Byetta Switching Rx

Separately, Listenlogic also tracked an active OLM campaign for one of the products, looking at the co-presence of the campaign with mentions of switching. By linking multiple data sets together, they were able to evaluate the possible impact of that specific campaign.

A second example of data integration is focused around an end-to-end managed services solution that integrates a client’s existing vendor data into interactive brand dashboards that:

  • Track overall brand awareness across offline/online channels
  • Calibrate ATUs with sales (Rx), claims, social media, web traffic, and search data
  • Create “scoring metrics” by weighting different data sets
  • Store offline brand reports in a central database for trending
  • Provide access to all appropriate brand stakeholders for continuous insight

Integrating this data allows brand teams to turn “offline” legacy reports into interactive dashboards that calibrate both internal and external data such as sales, claims, social, call center and other key performance data while giving organizations the ability to neatly store and track historical data.

Dashboards and reports are also easily customizable, allowing end-users to view an array of combinations of data through multiple visual representations, such as:

ATU Integrated Data Analytics

ATU Integrated Data Analytics

No one will disagree that data is the pulse of a business’ lifeline, and it is growing at an exponential rate. Harnessing the power of this data is crucial to the success of your business!

We will wrap up this series with an in-depth look at the ongoing implementation of integrated data solutions into your business. We will explore how companies can leverage integrated data on an on-going basis from full service solutions to API feeds back into your current systems.

About Mark

Mark Langsfeld has written 7 post in this blog.