Enabling AI-Powered Self-Service Commercial Analytics on AWS for Faster Market Decisions
Short Description
A pharmaceutical company partnered with UsefulBI to build a cloud-native, self-service commercial analytics platform on AWS. By unifying CRM, prescription, HCP engagement, and field activity data and enabling AI-powered exploration through ThoughtSpot, the solution empowered business users to make faster, data-driven decisions while reducing reliance on central BI teams.
Customer Problem
The customer’s commercial organization operated in a highly data-rich but fragmented ecosystem. Sales, prescription, HCP engagement, and digital marketing data resided across multiple legacy systems.
This led to:
- Heavy dependency on central BI teams for reports
- Delays in accessing critical performance insights
- Limited flexibility for field and regional teams
- Slow response to market shifts and HCP behavior changes
- Inefficient territory planning and outreach optimization
The organization required a scalable, unified analytics foundation that would enable self-service decision-making for non-technical business users.
Solution
UsefulBI designed and implemented a cloud-native commercial analytics platform on AWS that unified data sources and enabled intuitive, AI-powered exploration.
Core Components of the Solution:
- Centralized commercial data lake on AWS
- Integration of CRM, prescription, HCP engagement, and field activity data
- Data transformation and modeling for consistent KPIs
- AI-powered search and analytics using ThoughtSpot
- Governance and role-based access controls
How the Architecture Works:
- Commercial data from multiple source systems is ingested into AWS
- Data is standardized and modeled into unified performance views
- ThoughtSpot enables search-driven, AI-assisted analytics
- Business users independently explore KPIs, trends, and territory performance in real time
The solution eliminated reporting bottlenecks and created a scalable analytics foundation accessible to both field and leadership teams.
Benefits / Results
The self-service analytics platform delivered significant operational and strategic impact:
- Real-time access to commercial performance metrics
- Reduced dependency on central BI teams for ad hoc reporting
- Faster identification of market shifts and HCP behavior trends
- Improved territory alignment and call planning through dynamic segmentation
- Greater agility across sales, marketing, and market access teams
- Enabled analytics teams to focus on strategic, high-value initiatives
The organization gained a scalable analytics ecosystem that accelerated commercial decision-making and improved field effectiveness.
