This allowed Pfizer to make decisions based on patterns and trends before other companies. The ability to use real-time data to guide decision-making based on market trends could be considered a competitive advantage for Pfizer. The decision making process is based on segmenting customers into groups. Each group has a different need which Pfizer then customizes and presents recommended products to meet those specific needs. The process is optimized to present the customer only what he needs, reducing costs (Davenport & Harris 2011). Pfizer creates competitive advantage by targeting potential partners willing to collaborate on innovative solutions. Potential partners are those providing cutting-edge technology in analytics-enabled services, healthcare decision support tools, open innovation platforms, and other open platforms (ET CIO 2014). Each of these areas provides Pfizer with a way to collect, store and analyze large amounts of data. Companies like IBM are collaborating with Pfizer to create new ways of collecting patient data (Miller 2016). By creating cloud services, Pfizer leverages a way to store clinical trial data from many different studies and researchers. This data is used to reduce the amount of time used to perform clinical trials (Preston