UCB: Data is

the new drug

AJAY AHIRE
RAJEEV SAHA
NITIN GARG
 Data Analytics

▪ Interacting with data via dashboards that structure data to deliver analysis of
commonalities, such as averages, ratios and percentages.
▪ The goal is to aggregate data in order to report a result, search for a pattern and
find relationships between variables. Assumptions are made by humans, and
data is queried to attest to that relationship. If valid, testing may continue on
additional data.
▪ e.g AnyBank credit card loyalty program uses data analytics to determine that it
has 10,000 middle-aged male members, and 1,000 of them have redeemed
their accumulated points for golf. The data helps make the assumption that
middle-aged males are more likely to golf, and therefore AnyBank's marketing
efforts focus on this segment.
 Predictive Analytics

▪ Predictions are based on historical data and rely on human interaction to query
data, validate patterns, create and then test assumptions.
▪ Assumptions drawn from past experiences presuppose the future will follow
the same patterns. “What/if” assumptions are informed by human
understanding of the past, and predictive capability is limited by the volume,
time and cost constraints of human data analysts
▪ e.g. AnyBank's credit card loyalty program might use predictive analytics to
determine whether they could increase reward redemption by 20% by spending
10% more on advertising golf to middle-aged male members.
 AI & Machine Learning

▪ AI machine learning analyzes data, makes assumptions, learns and provides

predictions at a scale and depth of detail impossible for individual human
analysts.
▪ e.g. AnyBank's credit card loyalty program could utilize machine learning to
determine that 1,000 of its male members live near a golf course, have not
golfed before but enjoy sports. It also determines that many women members
in the loyalty program are equally likely to be interested. It also sets
parameters for the golf season in certain climate zones, such as the Southern
U.S. It further determines a microsegment to offer Saturday afternoon to men
and women without young children, who can more likely take the time on a
Saturday. The system also acknowledges other sports-loving middle-aged men
and women who live near a golf course and have young children, which would
prompt other, more family-oriented offers.
UCB – Inspired by patients. Driven by Science.

▪ Global pharma company – focused on innovative medicine & therapies for

diseases of immune system or the central nervous system
▪ Revenue of 3.88B Euro (2015)
▪ Employee strength of 7800 across 40 countries
▪ 1000 employees into R&D in two research Center in UK and Belgium
▪ 27% revenue spent on R&D
▪ CEO – Jean-Christophe Tellier
▪ CIO – De Prins
▪ IT Director of Advanced Analytics – Arnaud Lieutenant
 What events in UCB’s strategic context required
the company to revisit its business strategy?
▪ In 2011, IBM Watson won Jeopardy against human champion, De Prins
explored Watson to support clinical decision making for epilepsy
▪ Prototype created on Watson opened the doors of opportunity to realize what
and how data and analytics can revolutionize health care
▪ Health care industry was mature and ready for digital technologies change
▪ Pressure on pharma companies to reduce cost by Govts, aging population etc
▪ Not only controlled trials but value of drug needed to be proven with real-world
data
▪ New competition was emerging which provided patients with medical advice
and info through apps empowering patients (e.g. 90K apps on itunes)
Identify two highly attractive opportunities for UCB
to use data and analytics:
1. how can data and analytics be used to create value?
2. What critical success factors will allow UCB to capture
that value?