I-COM Data Science Hackathons
Save the dates: May 8-10th, 2020
With the Data Science Hackathons, I-COM pioneered the first public CMO-focused global competition, connecting the magic of Data Science with the world of Marketing.
The I-COM Data Science Hackathons focus on solving real problems and achieving results, often accelerating to outcomes that normally take months of work to achieve or replicate.
It is a 24-hour marathon where competing teams develop algorithms using data science analytics to solve predictive modeling challenges on marketers' datasets.
The 5th edition of the I-COM Data Science Hackathons took place on May 10-12th, 2019 in Malaga, Spain.
Award Winners 2019
Challenge - Google & Carrefour
◆ Overall Winner Masters: Analytic Partners (Hackvengers)
◆ Overall Winner Scientists: Universidad Carlos III de Madrid (Carlos III-aDvance)
Challenge - Warner Bros.
◆ Overall Winner Masters: Rapp & Credera (RCA)
◆ Overall Winner Scientists: Centrale Supélec (CentraleSupelec)
Challenge - P&G
◆ Overall Winner: Rapp & Credera (RCB)
The 2019 Carrefour & Google Challenge
How can Carrefour and Google take clustered non personal data from both companies to deliver new insights on customer digital interest for product promotion, with the goal of reducing physical catalogues distribution all while driving traffic to Carrefour stores and e-commerce site?
With a continuous effort to reduce the distribution of their physical catalogues and to increase digitalisation of their marketing activities, Carrefour and Google are sponsoring a Marketing Science competition (Hackathon) organised by I-COM to unlock new insights on customer interest for digital product promotion.
The 2019 P&G Challenge
Define a set of insights and a behavioural & data framework for P&G and our retail partners to help New Mothers find the right products across our portfolio.
New Mothers experience biological and life changes that drive them to consider changes to their everyday household items and lead them to adopting new products and services. How can P&G support mothers in discovering, accessing and benefiting from the right mix of products as she goes through such changes? The first ever Behavioural & Data Science Hackathon consists of developing behavioural hypotheses and analyzing data to identify and validate key signals, patterns and inflection points in New Mothers’ purchases across categories leading to bigger baskets, trade in and trade across a portfolio of categories ultimately with the objective to delight Mothers with intuitive solutions that meet their and their household needs!
The 2019 Warner Bros. Challenge
In an age of digital transformation, consumer content consumption behaviours are changing. Customers are consuming more of their media via digital sources, which enables a better understanding of consumption behaviour, and empowers content producers to create the right content and make it available in the right places for consumers. This challenge will focus on predicting entertainment consumption behaviours and patterns, focusing specifically on the differences between customers, where they choose to consume their content, and what type of content they choose to consume.
Carrefour / Google Challenge
Universidad Carlos III de Madrid (aDvance)
Analytic Partners (Hackvengers)
Integral Ad Science (SamurAI)
RAPP & Credera (RCB)
DBI (Havas Media Group - DBi)
Warner Bros. Challenge
Central European University (Super-wise Learning)
RAPP & Credera (RCA)
MIQ Digital India (Team MiQ)
Through the Data Science Hackathons, I-COM is offering brands a unique opportunity to unlock new and creative approaches to crack business problems using Data Science while accelerating development time, reducing risk at a fraction of the cost compared to traditional internal approaches and getting fresh perspectives and insights to solving business challenges. We attract very diverse groups of teams that come together to be challenged, taking their range of skills and expertise and applying it to the business.
Honestly, we were blown away. These people worked 24 hours and they’ve created solutions which, sometimes, we would take us months to come up with.
Within the 24 hours of the Hackathon, we really had very good insights.
We got some actionable insights that we can take back and really start to critically look at our business. We’ve also identified some decisions that we have, internally, already moved towards.
To me it is exciting to see how quickly these teams can come together and take what is admittedly some messy data across different data sets, pull it together and then bring something that is actually relatable to all the none data scientists in the room.
Events like the I-COM Data Science Hackathon are very important and will become increasingly important for marketers as we start to really understand how to embrace the power of the crowd…
…very impressed with the creativity in the data science, how inspirational the business ideas were coming out…the courage of the teams to come in relatively cold for 24 hours to effectively invent a new platform that has almost immediate business relevance is starting to inspire ideas for what can come next…
Last year we participated in the hackathon and we really enjoyed it, so we decided to come back a second time and see if we can give a new challenge. I really enjoyed meeting people from different industries that all have similar interest. What I really love about the Hackathon is that in 24 hours the teams can solve problems or answer a big question, that can take weeks or months for our team.
Coming from an academic background it was a great challenge for me to see how useful those theories that we have learnt in university are. As while as you are not able to use your knowledge in real life problems it is virtually useless; this Hackathon was a good opportunity for me to learn how to do that.
Data is becoming more and more relevant in the marketing concept and the hackathon gives us possibility to work with young teams from different companies, countries and universities. They use new data science approaches and methodologies, from which we can learn. Also, the cooperation with data providers helps us to test new data sets in order to get relevant findings for our marketing decisions.
RAPP has participated in the Hackathons each of the last 2 years and have found it to be a rewarding experience for our organization each time. We have access to clients and data we wouldn’t normally have access to and the intensive 24 hour time provides an excellent training ground for unexpected client requests and opportunities which flow into our business. And by competing against other leading professionals in our space we always ending up learning new techniques that we can bring back to provide value to our existing clients. We intend to continue to send new team members each year so that RAPP can continue to benefit from this unique competition.
The I-COM Data Science Hackathon was a great experience. It brings the best data scientists from Digital Marketing together. As data scientists you can test yourself in a highly competitive (yet friendly) environment. As a company you can evaluate where your data science team stands. So, I’d say it is a MUST-TO-BE place for the best companies and data scientists.
Intel had a great experience in sponsoring a challenge in the I-COM Data Science Hackathon, so we decided to come back. This is a great channel for us to bring new ideas and new thinking to the company.
I-COM Data Science Hackathon is a great way to meet inspiring people who share the same passion for data. I saw a great potential and several opportunities how to use data in a better way in order to generate more value for our clients.
I had a tremendous time attending the jury during Data Science Hackathon in San Sebastian. We focused not only on challenge & numbers, but also on marketing and business relevancy! We saw different people, sectors and data culture which made it so interesting to follow.
The Hackathons are my personal favourite of the whole I-COM Summit as it allows everyone including the actual participants to the judges to the wider audience be part of a very progressive and creative problem-solving experience. It surfaces the great energy and the curious as well as diverse spirit, which overarch the entire Summit.
The I-COM Data Science Hackathon event is a worldwide platform to nurture, mentor, recruit, retain and promote young talents in our industry. Xaxis participated with a global team of young millennials (selected via an internal competition) from Singapore, Germany, and the US headed by a seasoned mentor. As a leader, organizing and representing the team towards winning the Hackathon was a great personal experience. The event helps position Xaxis as one of the best organizations for fostering young talents.
Being in the jury of the Data Science Hackathon opened my eyes on what a group of data scientists can achieve within 24 hours. Not only did they manage to deliver an answer on the business questions in full, but their creativity resulted in unexpected and great solutions.
We looked at the I-COM Data Science Hackathon as a pilot for us [at Intel] - to create a marketing impair model for Intel, so we could understand what we are getting from our marketing investments. As a result we got some insights we could apply: one of them was that there is no single solution - you need to be creative and figure out what works best for your business. Since teams were coming from different countries and backgrounds, we learnt about different perspectives and importance of flexibility.
I would warmly recommend I-COM Data Science Hackathon to other companies, as it is the only Hackathon I know that takes marketing problems and try to solve them in real time and can have an impact on your business.
For me the I-COM Data Science Hackathon is one of rare occasions where data scientists get to experiment with data sources, interesting pieces of information. It has a great atmosphere with unique spirit. It’s a great opportunity for hackathon sponsors, as they get so many data science brains in one spot.
As a Jury member, what impressed me the most about the first ever I-COM Data Science Hackathon held in San Sebastian, was the ability of the teams to throw in Data and Marketing ingredients and, in just 24 hours, come up with the magic formula. The solutions definitely exceeded my expectations. Kudos to Andreas and Team for an excellent event, and cheers for even a more spectacular one in Madrid 2016!
The I-COM Data Science Hackathon enabled the Analytic Partners team to successfully demonstrate the value of the balance of talent and technology and the importance of passion and commitment for turning data into expertise. Our achievement of winning the Hackathon and taking home the Smart Data Agency of the Year prize has truly opened doors for the company.
The most fun I’ve had in a marketing event, and I was not even one of the competitors. I look forward to the next year very much.
NOTE: ABC has once again been engaged to independently cross-check and verify the results of each round of judging of the 5th edition of the I-COM Data Science Hackathons. Starting with the 3rd edition of the competition for Porto 2017, I-COM proudly added this additional control measure, to audit all the steps of the judging process in each round, providing transparency and accuracy to the final results.