Over the weekend of 7-8 April, twenty-one teams of data scientists representing media agencies, brands and universities gathered in San Sebastián, Spain to compete across two different challenges set by Intel and Lufthansa respectively.
The Intel challenge sought to establish what marketing strategies influence a brand’s leadership in the Artificial Intelligence (AI) space, and how data can be used to define strategies to engage customers and audience.
As part of this challenge, Kantar supplied granular advertising intelligence to help the teams identify ad spend levels across multiple online and offline channels for a broad set of companies who are active in the AI space.
For Lufthansa, Kantar’s rich consumer insight data from its German TGI study helped the participants to better understand the different demographics, brand choices and media habits of air travellers for a number of aviation brands as the teams investigated new KPIs to measure the effectiveness of Lufthansa’s marketing.
Over an intense twenty-four hour period the teams analysed, matched and modelled the data and outlined their approaches and conclusions to a jury assembled of marketing data experts attending the I-COM Global Summit.
Kantar's Susan Tillou joined the jury and also captured behind-the-scenes footage of the event. Check it out below:
After long deliberations, the twenty one competing teams were shortlisted to eight finalists who presented their thinking in front of the assembled delegates during the I-COM Global Summit.
Sky-high levels of innovative thinking on show in Lufthansa Hackathon challenge. Good luck to the four teams representing @uc3m and @mindshare! #icom18 pic.twitter.com/B9bTeSkxev— Kantar (Media Division) (@Kantar_Media) April 10, 2018
Great presentations from the finalists of the Intel Hackathon Challenge using Kantar Media Ad Spend Data. Tough decision ahead for the judges! #icom18 pic.twitter.com/1xXw4siLmw— Kantar (Media Division) (@Kantar_Media) April 10, 2018
And finally the two winning entries were announced during the I-COM Gala Dinner on Tuesday 10 April.
Congratulations to the winning teams from the Intel Challenge: Ekimetrics (Tier 1) and Havas DBI (Tier 2) as well as the Lufthansa winners: Mindshare International (Tier 1) and University of Carlos III Madrid (Tier 2).
Here are our excellent #DataScience #Hackathon finalists, looking very happy after receiving their awards at last night's Gala Dinner. Well done again to @uc3m, @Mindshare, @ieHST, @HavasMedia, and @Ekimetrics!#icom18 pic.twitter.com/jGOF2njke8— I-COM Global (@icomglobal) April 11, 2018
Commenting on the 2018 I-COM Hackathon, Susan explains, “We have once again been proud to partner with I-COM and supply data in the Hackathon. These contestants are the next generation of marketing leaders and it has been inspiring to see how their creative approaches have derived new insights that can be applied to solving real-life issues faced by marketers across the world.”
For more information about Kantar’s involvement in the Hackathon or to hear more about our data, please contact Susan directly via email.