Pharmaceutical companies are in absolute need to develop new drugs and to compete with the growing generic drug market. This has led to a sharp increase in R&D and marketing costs. Pharma companies are now increasingly partnering with each other and with biotech firms in order to face the demands of the industry. As a result, firms are getting access to a wealth of data regarding drugs, customers, and industry. For the firms to win in the long run, they need to make the best use of this data.