Big Data Meet Pharmaceutical Industry: An Application on Social Media Data

Big Data are hard to capture, store, search, share, analyze, and visualize. Without any doubts, Big Data represent the new frontier of data analysis, although their manipulation is far to be realized by standard computing machines. In this paper, we present a strategy to process and extract knowledge from Facebook data, in order to address marketing actions of a pharmaceutical company. The case study relies on a large Italians sample, interested in wellness and health care. The results of the study are very sturdy and can be easily replicated in different contexts.