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Bryce Gartner, Founder & Chief Experience Officer, icimo, LLC Gordon Schmittling, CIO, American Academy of Family Physicians Prabhash Shrestha, Vice President.

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Presentation on theme: "Bryce Gartner, Founder & Chief Experience Officer, icimo, LLC Gordon Schmittling, CIO, American Academy of Family Physicians Prabhash Shrestha, Vice President."— Presentation transcript:

1 Bryce Gartner, Founder & Chief Experience Officer, icimo, LLC Gordon Schmittling, CIO, American Academy of Family Physicians Prabhash Shrestha, Vice President of Information Technology, The American Gastroenterological Association Creating a Big Data Strategy with Tactics for Quick Implementation December 16, 2014 Hashtag: #tech14

2 @techconf #tech14 Introduction Prabhash Shrestha, Vice President of Information Technology The American Gastroenterological Association is the trusted voice of the GI community. Founded in 1897, the AGA has grown to include more than 16,000 members from around the globe who are involved in all aspects of the science, practice and advancement of gastroenterology. Gordon Schmittling, Chief Information Officer The American Academy of Family Physicians is the national association of family doctors. It is one of the largest national medical organizations, with more than 115,900 members in 50 states, D.C., Puerto Rico, the Virgin Islands, and Guam, as well as internationally. Vision: AAFP’s Vision is to transform healthcare to achieve optimal health for everyone. Mission: The mission of the AAFP is to improve the health of patients, families, and communities by serving the needs of members with professionalism and creativity. Bryce Gartner, Chief Experience Officer & Founder Icimo helps organizations become data driven through a combination of software tools and services enabling data discovery, visualization and data analysis. We have assisted professional and trade associations, donor based organizations and for-profit organizations ranging from $1 Million to $6 Billion in annual revenue.

3 @techconf #tech14 Your Expectations and Objectives What insights are you hoping to gain from today’s session? What are some of the frustrations you are dealing with in leveraging your data?

4 @techconf #tech14 Learning Objectives After participating in this session, you will be able to: –Leave with a Big Data Strategy that you could sell to your leadership –Leave with tactics that you could use to implement your new strategy –Understand how one tool could get you there sooner, rather than later

5 @techconf #tech14 Data is the new untapped frontier “Data is the new Oil. Data is just like crude. It’s valuable, but if unrefined it cannot really be used” Clive Humby “We have for the first time an economy based on a key resource [information] that is not only renewable, but self-generating. Running out of it is not a problem, but drowning in it is.” John Naisbitt

6 @techconf #tech14 Associations Need a new Approach to their Data Problem: –Our Associations staffs want IT to give them better access to their data and/or ability to utilize it. Mission: –The Associations need a new approach to our data in order to leverage analytics as a game-changer to maximize our business outcomes. Vision –Deliver trusted data in minutes, not days, weeks or months. Enable staff to work smarter not harder

7 @techconf #tech14 Why do Associations need a new Approach to Data Good to Great: Great companies do not get passionate about what they do, rather they only do those things about which they can become passionate. How do we help staff gain insight into what they should be passionate about? How do we help business partners discover new ideas for reshaping member, product and partner experiences? How do we help strategists find business opportunities? How do we become first to market? How do we anticipate our next challenge? How do we separate noise from useful information?

8 @techconf #tech14 Top Performing Companies Forrester 2012 There is a strong alignment between data and business processes and the people responsible for both - 66% Top performers are 32% more likely to utilize external data sources Top performers are 24% more likely to expand beyond customer and product data Typical organizations still struggle with the foundations of the data questions….top performers struggle with ceilings Typical organizations struggle with who within the organization owns the data and create data silos; top performers have democratized their data

9 @techconf #tech14 What is Big Data? Term originally coined to describe the massive amounts of data compiled by organizations like Google and the US government. The size of the data sets surpassed the limits of traditional data analytic tools; new tools required to sift out insights of vast data resource. 5 V’s: –Volume –Velocity –Variety –Veracity –Value

10 @techconf #tech14 3 Things 1.Be more than the Buzzword 2.Be in the Know 3.Show to Tell

11 @techconf #tech14 Where does Big Data begin?

12 @techconf #tech14 The Reality of “Big” Data MonthDivision v0Campaigns v0Tactic Type v0Tactic v0 March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012OfflineFax March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012OfflineDirect mail March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationBoard Review Express 2012 March 2012Continuing Medical EducationComp Board Review Prep 2012OfflineDirect mail March 2012Continuing Medical EducationBoard Review Express 2011P&S March 2012Continuing Medical Education2012 CME Portfolio March 2012Continuing Medical Education2012 CME Portfolio Hyatt Regency Washington, DC WedThursFriSatSunMonTueMonTuesWed TotalP/U % Date8-Jul9-Jul10-Jul11-Jul12-Jul13-Jul14-Jul15-Jul Block % P/U Attrition Set At:80% Attrition Fee's paid:$0 Room Rate:$xxx Room Revenue$xx,xxx F/B (excluding T/G) F/B (including T/G)$xx,xxx Number of Attendees:115 Comments: Speaker NameOverallAveragePractical_KnowledgeAverageReleventAverageBarriersAverageDifficultyAverage#Sessions Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker

13 @techconf #tech14 Opinion-BasedData-Driven Experience People Time Want Can 8% Speed to Opinion (Weeks/Months) Conventional Self-Reliant Speed to Insight (Seconds/Minutes) Want Can 80% Report Factory App

14 @techconf #tech14 From Here to There MonthDivision v0Campaigns v0Tactic Type v0Tactic v0 March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012OfflineFax March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012OfflineDirect mail March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationComp Board Review Prep 2012Online March 2012Continuing Medical EducationBoard Review Express 2012 March 2012Continuing Medical EducationComp Board Review Prep 2012OfflineDirect mail March 2012Continuing Medical EducationBoard Review Express 2011P&S March 2012Continuing Medical Education2012 CME Portfolio March 2012Continuing Medical Education2012 CME Portfolio Hyatt Regency Washington, DC WedThursFriSatSunMonTueMonTuesWed TotalP/U % Date8-Jul9-Jul10-Jul11-Jul12-Jul13-Jul14-Jul15-Jul Block % P/U Attrition Set At:80% Attrition Fee's paid:$0 Room Rate:$xxx Room Revenue$xx,xxx F/B (excluding T/G) F/B (including T/G)$xx,xxx Number of Attendees:115 Comments: Speaker NameOverallAveragePractical_KnowledgeAverageReleventAverageBarriersAverageDifficultyAverage#Sessions Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker Sample Speaker

15 @techconf #tech14 The concept is simple

16 @techconf #tech14 People remember 10% of what they hear, 20% of what they read and 80% of what they see and do. “Ideal visualization should not only communicate clearly, but stimulate viewer engagement and attention.” (Friedman, 2008)

17 @techconf #tech14 Data Visualizers / BI Tools Tableau QlikTech Spotfire Microstrategy SAP Microsoft SAS

18 @techconf #tech14 Agility, Adopt, Advocate A3A3 ID Opportunity Central Source Visualize Data Target Audiences Explore & Discover Enabled Users

19 @techconf #tech14 AAFP Strategy for Big Data Analyze data in “place.” –Stop the movement of data into and out of netForum or into other databases, if appropriate. –Traditional approaches to the analysis of data required that data be moved to a central location with its own infrastructure. –This is expensive to manage & operate, creates data redundancy and prevents real-time analysis. Analyze data in real time, as appropriate. Move away from copies of data: –that are analyzed and reported weeks after the event –or remain out of date for continuous events.

20 @techconf #tech14 Strategy for Big Data (continued) Reduce the amount of time it takes to discover, transform, develop, score, analyze, and publish results. –Visualize results and integrate with front-end applications. –Allow staff to make strategic insights into what the data means in real time; not weekly, quarterly when a new report is issued Buy/rent data as appropriate rather than continue to expensively collect it.

21 @techconf #tech14 Strategy for Big Data (continued) Democratize data across the Association –Allow business units to access all Association data, if appropriate, to assist in making their decisions. –Eliminate as appropriate data silos, if any exist. Set the expectation among business unit leaders that their business strategy is tightly integrated with their data strategy. –Training on new business intelligence (BI) tools is an expectation for their managerial position as well as selected staff whom they designate. This expectation is not negotiable, regardless of the skill level of current staff. –Set the expectation that business unit managers will ask what-if type data questions and receive real time answers.

22 @techconf #tech14 Tactics for Big Data We scaled back on IT report writers. The AAFP chose Tableau as the primary BI tool for AAFP staff. In a recent study of BI and analytics platforms, Gartner classified Tableau as one of the leaders in this growing field. Continue to use outside Tableau consultants to assist IT in adopting best practices with respect to association and industry reporting standards.

23 @techconf #tech14 Tactics for Big Data (continued) Assign an IT Business Analyst half-time for six to 12 months to work with the business units in defining, strategizing and implementing their data analytic strategy. –For each business unit, understand data sources, figure out what data is available within a particular source, get a sense of its quality and relationships to other data. –Understand the business unit metrics and how data can be used to measure success. –Identify and address gaps in data that each business unit needs to fulfill its strategies. Investigate how these data may be purchased. –Identify data that is collected that is of little or no value to the business unit – stop it.

24 @techconf #tech14 Are you a candidate for a Big Data solution? If the Answer is yes to 3 or more questions below – then perhaps you are a candidate for a Big Data Solution: –If you have staff spending any time producing reports on data residing in Association databases (e.g., netForum, Datatrax, etc.) using Excel, data exports, queries –If you have trouble keeping staff trained on the reporting tools for your databases OR if those tools are hard to use or buggy –If you have staff producing reports that are out of date within days and you need more timely reports based upon current information –If you have staff examining data anomalies in Association databases –If you need answers to ad hoc questions about data contained in Association databases and have to wait for someone not in your division to answer your data questions –If any of your staff indicate that they cannot get to their data –If you have staff who indicate that IT is the impediment to accessing their data

25 @techconf #tech14 Sample Dashboards

26 @techconf #tech14 Sample Dashboards

27 @techconf #tech14 Sample Dashboards

28 @techconf #tech14 Sample Dashboards

29 @techconf #tech14 Putting It ALL Together Simple to Start –Live Examples

30 @techconf #tech14 Contact Us Bryce Gartner Founder & Chief Experience Officer icimo, Gordon Schmittling Chief Information Officer American Academy of Family Physicians Prabhash Shrestha Vice President of Information Technology The American Gastroenterological Association


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