Similar to geologists evaluating how to produce a reservoir, the efficiency engineers use this comprehensive data to calibrate simulation models that predict the financial impact of a range of efficiency measures over the building life.
Toward this end, Merck (nyse: MRK - news - people ) recently bought biotech boutique Rosetta InPharmatics, which employs astrophysicists and engineers to crunch reams of gene data to spot telltale patterns that help predict if a drug will perform as promised or might have intolerable side effects.