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Teresa Guarda
Sajid Anwar
Marcelo Leon
Filipe Jorge Mota Pinto Editors
Information
and Knowledge
in Internet
of Things
EAI/Springer Innovations in Communication
and Computing
Series Editor
Imrich Chlamtac, European Alliance for Innovation, Ghent, Belgium
Editor’s Note
The impact of information technologies is creating a new world yet not fully
understood. The extent and speed of economic, life style and social changes
already perceived in everyday life is hard to estimate without understanding the
technological driving forces behind it. This series presents contributed volumes
featuring the latest research and development in the various information engineering
technologies that play a key role in this process.
The range of topics, focusing primarily on communications and computing
engineering include, but are not limited to, wireless networks; mobile communica-
tion; design and learning; gaming; interaction; e-health and pervasive healthcare;
energy management; smart grids; internet of things; cognitive radio networks;
computation; cloud computing; ubiquitous connectivity, and in mode general
smart living, smart cities, Internet of Things and more. The series publishes a
combination of expanded papers selected from hosted and sponsored European
Alliance for Innovation (EAI) conferences that present cutting edge, global research
as well as provide new perspectives on traditional related engineering fields.
This content, complemented with open calls for contribution of book titles and
individual chapters, together maintain Springer’s and EAI’s high standards of
academic excellence. The audience for the books consists of researchers, industry
professionals, advanced level students as well as practitioners in related fields
of activity include information and communication specialists, security experts,
economists, urban planners, doctors, and in general representatives in all those
walks of life affected ad contributing to the information revolution.
About EAI
EAI is a grassroots member organization initiated through cooperation between
businesses, public, private and government organizations to address the global
challenges of Europe’s future competitiveness and link the European Research
community with its counterparts around the globe. EAI reaches out to hundreds of
thousands of individual subscribers on all continents and collaborates with an insti-
tutional member base including Fortune 500 companies, government organizations,
and educational institutions, provide a free research and innovation platform.
Through its open free membership model EAI promotes a new research and inno-
vation culture based on collaboration, connectivity and recognition of excellence by
community.
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland
AG 2022
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The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication
does not imply, even in the absence of a specific statement, that such names are exempt from the relevant
protective laws and regulations and therefore free for general use.
The publisher, the authors, and the editors are safe to assume that the advice and information in this book
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claims in published maps and institutional affiliations.
This Springer imprint is published by the registered company Springer Nature Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
Internet of Things (IoT) is currently one of the most challenging areas of the Inter-
net, enabling communication and ubiquitous computing between global citizens,
networked machines, and physical objects, providing a promising vision of the
future integrating the real world of knowledge agents and things with the virtual
world of information. IoT is seen as a network of trillions of agents and machines
that communicate with each other, being a profound technological revolution, which
is the current reality and the future of computing and communications, supported
by a dynamical technological evolution in many fields, from wireless sensors and
wireless sensor networks to nanotechnology. Due to its broad impact in many fields,
it has rapidly gained global attention from academia, governments, industry, and the
citizenry. This change in the network of agency profoundly modifies the landscape
of human activity, particularly as regards to knowledge acquisition and production,
offering new possibilities but also challenges that need to be explored and assessed.
This book contains a selection of chapters accepted for publication in the
book Information and Knowledge in Internet of Things, belonging to EAI/Springer
Innovations in Communication and Computing series.
The program committee was composed of a multidisciplinary group of more than
90 experts from 30 countries, with the responsibility for evaluating, in a “double-
blind review” process, the chapters received for each of the main themes proposed
for the book: Decision Support Systems in IoT; IoT Knowledge Management; IoT
Sensing Technology and Applications; Security and Privacy; and Smart Environ-
ments.
We received 55 contributions from 14 countries around the world. The accep-
tance rate was 38%.
The accepted chapters are published by EAI/Springer Innovations in Commu-
nication and Computing series, and will be submitted for indexing in Scopus, Ei
Compendex, and zbMATH.
v
vi Preface
vii
viii Contents
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 475
Part I
IoT Knowledge Management
Chapter 1
Data Science and Advanced Analytics
in Commercial Pharmaceutical
Functions: Opportunities, Applications,
and Challenges
Antonio Pesqueira
A. Pesqueira ()
Universidade Europeia, Lisbon, Portugal
e-mail: [email protected]
and outcomes to critical business questions that can prevent deadly pitfalls and
challenges.
Data in any kind of shape is considered an extremely asset for pharmaceutical
organizations, and DS allows pharma organizations to identify meaningful insights
and business value outcomes, using a considerable set of methods and techniques in
AA contexts.
We continue to witness a growing investment in new processes and technology
connected with both terms but more space for processes structure and better
insights architecture. Without exception, we also see a growing need from pharma
organizations to manage different challenges from different spectrums of the
business strategy [2].
Moreover, the current digital transformation processes are stimulating the growth
of digital data, encompassing different aspects like the capacity to aggregate large
quantities of data to be managed and stored on distributed computation or integrated
software platforms.
In a pre-COVID-19 timeline, we were already assisting with an escalating
pressure on pharma revenue streams, R&D pipelines, and organizational business
units to be more agile in the processes and methods that are generating new
capabilities in new decisions and market positioning [3].
Hence, as we will better understand in this research study, DS and AA can be
the correct answer to some of these challenges with efficient utilization of resources
and efficient data storage [4].
Pharmaceutical organizations are facing currently many strategic and operational
challenges, and this article is positioned to explore DS and AA potential in the
support of decision-making processes and commercial strategies definitions. This
research study also aims to develop a systematic approach to DS and AA through
the following research question: Which advanced analytics and data science
opportunities, challenges, and use cases are being most relevant and decisive to
pharmaceutical commercialization processes and capabilities?
In that manner, the selected RQ aims to identify advanced analytics and data
science projects that most influence commercialization processes and capabilities
within the pharmaceutical industry. The defined RQ first aims to understand how
pharmaceutical organizations’ ability to effectively adopt and implement novel
DS and AA technologies with the right value to the commercialization processes.
Hence, this research study aims to achieve the understanding and provide answers to
these research objectives, through a relevant literature review and a focus group with
a group of decision-makers and relevant professionals from the selected industry.
To analyze the problem under study, the chapter is structured as follows: after the
introduction of the problem, a section with the research approach and methodology,
then the results of the systematic literature review, followed by the findings and
contributions from the second methodology selected, and finally the conclusions
[5].
1 Data Science and Advanced Analytics in Commercial Pharmaceutical. . . 5
require different types of data sources and analytics to perform even the basic tasks
and responsibilities in the sales and marketing context.
With pharma, all data resources can be sometimes a very complex topic, where
we can find different perspectives on the use of electronic medical records (EMRs),
electronic health records (EHRs) biosimilars, registries, medical claims, and patient-
or physician-level data almost daily.
Currently, DS is already allowing pharma companies to bring new developments
in core commercial excellence processes, like segmentation and targeting, reporting
and analytics, and patient flows and journey tracking. From a five-year perspective,
the sophisticated, informed, and knowledgeable sales and marketing processes with
full data privacy and compliance alignment will be a strong reality, where mobile
apps, analytical systems, and web services along with digital offering will allow
confident solutions to sales and marketing functions (e.g., commercial operations,
marketing intelligence) that simply need another type of data consumption services,
mixing more information into the data visualization models [13].
According to the literature review, we were also able to better understand some
of the DS use cases and business applications. Let’s have a review of those examples
and business cases of DS in sales and marketing:
• Data science for disease trends analysis and HCP’s behaviors/needs/preferences
patterns understanding
• Market/sales data analysis and sales forecasting and competitive intelligence-
associated data
• Monitor biosimilar markets due to biologic patent expirations
• DS to monitor the influence and relevance of new KOLs and decision-makers and
other influencers, using public data sources like medical publications, clinical
trials, and decision groups platforms
• New clinical and medical influencers and scientific classification and profiling
models that can better anticipate the likelihood of relevant industry experts in
accepting an advisory board or congress invitation
• Automation trial design having iterations with KOLs to help define a trial
population to ensure meaningful endpoints and reimbursement
• Intelligent systems that use machine learning and AI to integrate HCP portals,
marketing automation tools, and incorporating new technologies like chatbots
into customer relationship management (CRM) systems to support internal
medical education and plan scientific exchange follow-ups effectively
• Using remote Webinars and virtual events throughout the products lifecycle to
interact virtually with regulators, key stakeholders, and opinion leaders
• Text interpretation and analysis using natural language processing techniques
Actionable and meaningful data can be used for a variety of purposes in trying
to identify the highest groups of opportunities, customer clusters, sales forecasting
options, or patients’ journeys.
As DS advance within pharma, there will be many opportunities to develop
cost-effective and better-targeted systems and solutions for sales and marketing
functions, such as competitive intelligence, commercial excellence, or event market
he
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