I-COM Data Creativity Awards
Award Categories

The 6th edition of the I-COM Data Creativity Awards will include 10 categories: General and 9 specialised Award categories: Artificial Intelligence, Attribution, Content Marketing, CRM, Data Visualisation, Mobile, Programmatic, Social Media and Video.

In addition to the 10 Award categories, the Official Selection finalists will have the chance to become the prestigious Overall Winner of the I-COM Data Creativity Awards.  Should the Official Selection finalist entry submission meet the set criteria, they will also have the chance to compete for the I-COM Data Creativity Emerging Market Regions Award.   

Each category will be judged using the eight General Elements of Data Creativity. Specific categories may include additional elements, a full definition and detailed information on each category is available below.

GENERAL

Category Definition

I-COM defines the General category as any work that broadly covers and shows evidence of the creative leveraging of value from data that is instrumental to delivering business value.

 

Category Objective

The objective of the General category is to acknowledge the most creative people and companies in achieving business value and ideally competitive advantage for their clients by leveraging value from data.

 

Judging & Criteria

50% of the scoring based on the actual project results (for example: ROI, Awareness, Degree of Process Improvement).

50% on the extent to which innovative and creative approaches were adopted in achieving those results.

Successful entries will include one or more of the following elements:

  • Creating New Insights from Multiple Data Sources
  • Effective and Efficient Integration of Data
  • Innovative Data Sourcing
  • Analytics Creativity
  • Using Insights to Evolve the Planning and Execution Process
  • Employing Different Marketing Sciences
  • Technology Innovation (in-house or with 3rd parties)
  • Innovative Data Visualisation

 

Who Should Enter?

Marketers, Creative Agencies, Media Agencies, Media Owners, Data Services/Research Providers and Trade Associations involved in digital marketing.

ARTIFICIAL INTELLIGENCE

Category Definition

I-COM defines the Artificial Intelligence Category as follows:

Artificial Intelligence is regarded as a computerized system that exhibits behavior that is commonly thought of as requiring intelligence. AI problems and solutions fall in one of the following categories:

  • Systems that think like humans (e.g., cognitive architectures and neural networks);
  • Systems that act like humans (e.g., pass the Turing test via natural language processing; knowledge representation, automated reasoning, and learning),
  • Systems that think rationally (e.g., logic solvers, inference, and optimization); and
  • Systems that act rationally (e.g., intelligent software agents and embodied robots that achieve goals via perception, planning, reasoning, learning, communicating, decision-making, and acting).

 

Category Objective

Align the industry on the definition of Artificial Intelligence. Showcase what is happening on the cutting edge of this space and the positive business impact it is delivering.

Spark discussion of how Artificial Intelligence is changing client businesses and why. Provide case studies for marketers to reference. Drive further application of the science of Artificial Intelligence to driving meaningful change in the industry.

 

Judging Criteria of the Artificial Intelligence category

50% of the scoring based on the actual project results (describe ROI, Awareness, Degree of Process Improvement) and the remaining

50% to the extent to which Data Creativity in Artificial Intelligence was adopted in achieving those results. Successful entries will address one or more of the following elements:

A. 8 Elements of the General Data Creativity

  • Creating New Insights From Multiple Data Sources
  • Effective and Efficient Integration of Data
  • Innovative Data Sourcing
  • Analytics Creativity
  • Using Insights to Evolve the Planning and Execution Process
  • Employing Different Marketing Sciences
  • Technology Innovation (in-house or with 3rd parties)
  • Innovative Data Visualisation

B. Elements of Data Creativity Specific to the Artificial Intelligence Category

1. Business Application

  • Meaningful business application that is very difficult (if not impossible) for human being to achieve, producing consistent and efficient business outcomes
  • Perform functions in one or more of the 4 categories mentioned on the definition

2. Data

  • AI systems typically deal with Big Data to generate and validate the intelligence; however, the Big Data can be openly available for training purposes and not necessarily proprietary of the business. Innovative uses of open source data sets to help with achieving the business objectives are accepted
  • AI system involves one or multiple forms of data - numeric, image, text, audio, video, etc.

3. System Implementation

  • The final AI system needs to be nearly automated with limited human interaction
  • Main methods deployed in the AI system should be cutting edge machine learning techniques, not traditional rule-based programming

 

To what type of companies do we ask for entries?

Advertising Agencies, Ad Tech/Marketing Tech companies, Big Data companies, Brands/Brand Owners, Consultancies, Universities

ATTRIBUTION

Category Definition

I-COM defines the Attribution Category as follows:

Rewarding work that measures the incremental value of marketing channels, strategies and tactics against business outcomes. Attribution should directly drive optimization of marketing to improve business outcomes.

Further clarifications include:

  • Business outcomes include sales, intermediate metrics to sales and brand metrics
  • Marketing channels cover Digital and non-Digital

 

Category Objective

Align the industry on the definition of attribution. Showcase what is happening at the cutting edge of this space and the positive business impact it is delivering.

Spark discussion of how attribution is changing client businesses and why. Provide case studies for marketers to reference. Drive further application of the science of attribution to driving meaningful change in the industry.

 

Judging & Criteria

50% of the scoring based on the actual project results (for example: ROI, Awareness, Degree of Process Improvement).

50% on the extent to which innovative and creative approaches were adopted in achieving those results.

Successful entries will include one or more of the following elements:

A. 8 General Data Creativity Elements

  • Creating New Insights from Multiple Data Sources
  • Effective and Efficient Integration of Data
  • Innovative Data Sourcing
  • Analytics Creativity
  • Using Insights to Evolve the Planning and Execution Process
  • Employing Different Marketing Sciences
  • Technology Innovation (in-house or with 3rd parties)
  • Innovative Data Visualisation

B. Specific Elements of Attribution

  • Data enablement, assembly and management
  • Measurement methodology
  • Accuracy of results
  • Sufficient transparency of approach
  • Scope and comprehensiveness of solution
    • Level of unknown
    • How closely does it match reality of client business
    • User segmentation
  • Time to results
    • Time from start to meaningful results
  • Frequency of results
  • Explainability of results
  • Actionability of results
    • Key decision support (nice to know vs. need to know)
    • Repeatability
    • Optimization of marketing to improve business outcomes
    • Frequency of attribution in line with frequency of actions/course corrections
  • Adoption within organization
  • Applicability / Portability to the same channel, clients or industries with a different provider
  •  

    Who Should Enter?

    Media Agencies, Creative Agencies, Attribution Providers, Consultancies, In-House Attribution departments in major marketing companies, PurePlay, Market Research, Marketing Tech, Media Owners

    CONTENT MARKETING

    Category Definition

    I-COM defines the Content Marketing category as follows:

    Rewarding work that involves a strategic and tactical marketing approach focused on creating and distributing information to the buyer that is valuable, relevant and helpful for a target audience using a combination of owned media (e.g. blogs, micro-sites, social media conversations, print and digital publications, etc.), paid media and earned media.

     

    Category Objective

    To showcase what is happening in the creative application of data in this space and the positive business impact delivered.

    Align the industry on the definition of Content Marketing. Spark a discussion of how Content Marketing is changing communication strategy and tactics. Provide case studies for marketers to reference. Drive further application of Content Marketing to effect meaningful change in the industry.

     

    Judging & Criteria

    50% of the scoring based on the actual project results (describe ROI, Awareness, Degree of Process Improvement).

    50% to the extent to which Data Creativity in Content Marketing was adopted in achieving those results.

    Successful entries will include one or more of the following elements:

    A. 8 General Data Creativity Elements

    • Creating New Insights from Multiple Data Sources
    • Effective and Efficient Integration of Data
    • Innovative Data Sourcing
    • Analytics Creativity
    • Using Insights to Evolve the Planning and Execution Process
    • Employing Different Marketing Sciences
    • Technology Innovation (in-house or with 3rd parties)
    • Innovative Data Visualisation

    B. Elements of Data Creativity Specific to the Content Marketing Category

    • Data enablement, assembly and management
    • Ability to adapt to emerging data signals (new addition)
    • Measurement methodology
    • Accuracy of results
    • Sufficient transparency of approach
    • Scope and comprehensiveness of solution
    • Level of unknown
    • How closely does it match reality of client business
    • User segmentation
    • Time to results
    • Time from start to meaningful results
    • Illustration of the value of content marketing to their organization
    • Actionability of results
    • Key decision support (nice to know vs. need to know)
    • Repeatability
    • Optimisation of content marketing to improve business outcomes
    • Utilisation of feedback loop

     

    Who Should Enter?

    Media, Creative Agencies, Media Agencies, Marketers, Solution providers - Platforms (e.g. Vice, Spotify, Contently, Buzzfeed, StoryFull, Mashable, Adobe)

    CRM

    Category Definition

    I-COM defines the CRM Category as follows:

    Rewarding work that is leveraging known customer data to better drive and measure marketing results across all channels.

     

    Category Objective

    Recognize massive merging between media and CRM business, convergence.

     

    Judging & Criteria

    50% of the scoring based on the actual project results (describe ROI, Awareness, Degree of Process Improvement).

    50% on the extent to which innovative and creative approaches were adopted in achieving those results.

    Successful entries will include one or more of the following elements:

    A. 8 General Data Creativity Elements

    • Creating New Insights from Multiple Data Sources
    • Effective and Efficient Integration of Data
    • Innovative Data Sourcing
    • Analytics Creativity
    • Using Insights to Evolve the Planning and Execution Process
    • Employing Different Marketing Sciences
    • Technology Innovation (in-house or with 3rd parties)
    • Innovative Data Visualisation

    B. Elements of Data Creativity Specific to the CRM Category

    • Degree of Applicability across multiple devices, channels, geographies or ad formats
    • Scalability
    • Unique use of disparate data sets
    • Innovation in managing identity (must maintain PII)

     

    Who Should Enter?

    Companies with a CRM file, Retailers, companies that are in the Media Space, Television Networks, AdTech companies, Agencies, CRM Software companies.

    DATA VISUALISATION

    Category Definition

    I-COM defines the Data Visualisation category as work that efficiently conveys a complex data set in a meaningful, scannable way that leads to business impact.

     

    Category Objective

    We are highlighting the value of great data visualisation by honoring companies that are applying data visualisation in unique ways that we can all learn from.
    Entrants will show that they began with a complex data set, presented it in a visual that is easy to scan and intuitively draw deductions from and enabled a decision to be made.

     

    Judging & Criteria

    50% of the scoring based on the actual project results (describe ROI, Awareness, Degree of Process Improvement).

    50% on the extent to which innovative and creative approaches were adopted in achieving those results.

    Successful entries will include one or more of the following elements:

    A. 8 General Data Creativity Elements

    • Creating New Insights from Multiple Data Sources
    • Effective and Efficient Integration of Data
    • Innovative Data Sourcing
    • Analytics Creativity
    • Using Insights to Evolve the Planning and Execution Process
    • Employing Different Marketing Sciences
    • Technology Innovation (in-house or with 3rd parties)
    • Innovative Data Visualisation

    B. Elements of Data Creativity Specific to the Data Visualisation Category:

    • Relevance – delivering intellectual and emotional impact to the right audience
    • Consequence - illuminating one or more paths ahead
    • Action – Changing or affirming a behaviour or decision for which there are credible options
    • Measurement – quantifying the impact
    • Replicable - can be applied to a broad set of real life applications, cross-platform
    • Immediacy - the ability to react in the moment, when action can still be taken, rather than just reviewing afterwards
    • Simplicity – without losing clarity
    • Design Quality - appealing and intuitively comprehensible
    • Innovative and Creative – New and unique
    • Accurate - truly representative of the underlying data, mathematical truth

     

    Who Should Enter?

    Companies involved in visualising marketing data, including Data Scientists, User Interface Designers and Marketing Executives drawn from Marketers, Digital Agencies, Design Firms, Media Owners or Research Houses.

    MOBILE

    Category Definition

    I-COM defines the Mobile category as work involving data stemming from mobile devices. The data does not need to be exclusively mobile and can be cross-channel in nature.

     

    Category Objective

    The objective of the Mobile category is to reward projects that capture the unique value and overcome the challenges, stemming from mobile device usage. Examples include creative use of Proximity generated insights, Geo-location data, Innovation in Retail, Telecom, etc.

     

    Judging & Criteria

    50% of the scoring based on the actual project results (describe ROI, Awareness, Degree of Process Improvement).

    50% on the extent to which innovative and creative approaches were adopted in achieving those results.

    Successful entries will:

    A. Include one or more of the following Data Creativity elements

    • Creating New Insights from Multiple Data Sources
    • Effective and Efficient Integration of Data
    • Innovative Data Sourcing
    • Analytics Creativity
    • Using Insights to Evolve the Planning and Execution Process
    • Employing Different Marketing Sciences
    • Technology Innovation (in-house or with 3rd parties)
    • Innovative Data Visualisation

    B. Demonstrate the unique value and overcome the challenges, stemming from mobile device usage.

     

    Who Should Enter?

    All parties involved in Mobile communications, such as Mobile and Digital Agencies, Advertising Agencies, PR Agencies, Marketers, Media Owners, Brands, etc.

    PROGRAMMATIC

    Category Definition

    I-COM defines the Programmatic category as work that includes the products and activities in Media Planning & Audience Targeting Innovation. Examples include, the marketing cloud, the RTB protocol, addressable audiences, marketing automation, measurement.

     

    Category Objective

    To honor companies operating in the Media Planning & Audience Targeting Innovation space who apply data in unique ways that we can all learn from.

     

    Judging & Criteria

    50% of the scoring based on the actual project results (describe ROI, Awareness, Degree of Process Improvement).

    50% to the extent to which Data Creativity in Media Planning & Audience Targeting Innovation was adopted in achieving those results.

    Successful entries will include one or more of the following elements:

    A. 8 General Data Creativity Elements

    • Creating New Insights from Multiple Data Sources
    • Effective and Efficient Integration of Data
    • Innovative Data Sourcing
    • Analytics Creativity
    • Using Insights to Evolve the Planning and Execution Process
    • Employing Different Marketing Sciences
    • Technology Innovation (in-house or with 3rd parties)
    • Innovative Data Visualisation

    B. Elements of Data Creativity Specific to the Programmatic Category

    • Degree of Process Automation
    • Degree of Repeatability
    • Use of Automation of Upfront Media Planning or Intra-Campaign Execution
    • Degree of Applicability across multiple devices, channels, geographies or ad formats
    • Degree of Accessibility (small weighting)
    • Unique Use of Disparate Data Sets
    • Degree of Process Improvement

     

    Who Should Enter?

    Audience Relationship Management sector - ranging from Marketing Cloud offerings to the very specific, Marketing Cloud Spaces, Agency Trading Desks, DMP, SSP, DSP, eTailers.

    SOCIAL MEDIA

    Category Definition

    I-COM defines the Social Media category as work that falls within a broad definition of social media, beyond paid advertising in social platforms. This includes topics of social-driven commerce, user comments or conversations, user-generated content, forums and message boards, crowdsourcing/crowd-funding, social publishing, and social media listening.

     

    Category Objective

    To reward innovation in creating business value from Marketing Data & Measurement in Social Media communication.

     

    Judging & Criteria

    Judging will focus on how innovative the solution was at driving new insight and business impact in any of the areas listed. Successful entries will demonstrate how new and creative approaches made use of some aspect of the ecosystem of social data and how the solution affected decisions, strategies and tactics for brands.

    50% of the scoring is based on the actual project results, including: Conversion Rate, Brand Awareness, Virality / Reach, Engagement (Retweets, shared, @ mentions, comments, favoriting), Cost per Engagement, etc.

    50% on the extent to which innovative and creative approaches were adopted in achieving those results.

    Successful entries will include one or more of the following Data Creativity elements:

    A. 8 General Data Creativity Elements

    • Creating New Insights from Multiple Data Sources
    • Effective and Efficient Integration of Data
    • Innovative Data Sourcing
    • Analytics Creativity
    • Using Insights to Evolve the Planning and Execution Process
    • Employing Different Marketing Sciences
    • Technology Innovation (in-house or with 3rd parties)
    • Innovative Data Visualisation

    B. Elements of Data Creativity Specific to the Social Media Category

    • Real-time Decision Making
    • Text Analytics (Topic Detection / Sentiment Analysis)
    • Data Science (Clustering, Correlations, Predictive Analytics, Graph/Network Analysis, etc)
    • Relevance: Use of Geo-location data / Demographics / Psychographics

     

    Who Should Enter?

    We encourage the participation of all parties involved in Social Media, including but not limited to Digital Agencies, Advertising Agencies, PR Agencies, Marketers, Analysts, Media Owners, Brands, Industry Leaders Behind the Best Social Media Channels, Campaigns, Websites, Games, and Applications.

    VIDEO

    Category Definition

    I-COM defines the Video category as work that shows a creative use of data, measuring how viewers are watching video content across devices. Television accounts for 40% of ad spend globally and is in a period of rapid change, viewing is fragmenting across channels and devices with audience measurement struggling to keep up.

    Qualifying entries must include data stemming from audiovisual content that was at some point broadcasted as part of its distribution, either as programming or advertising.

     

    Category Objective

    The objective of this category is to honor innovation and creativity in the design and application of new services developed to measure audiences to video content across screens in order to drive business value for content developers, content publishers, advertisers and agencies.

    TV measurement differs for satellite, cable and broadcast media. Most set-top-boxes today do not record which ads have been seen by a household, although this is a reversing trend. Accordingly, most TV measurement has extrapolated from a panel of data collectors. Another difference between TV and web devices is that most web devices are used primarily by a single individual, while most large screen TVs are used by multiple people within the family. The same individual using multiple devices is often considered a distinct user for each web device. TV measurement is generally most accurate at the household level, while web device measurement is most accurate at the individual level on a particular device.

     

    Judging & Criteria

    50% of the scoring is based on the actual project results (describe ROI, Awareness, Degree of Process Improvement).

    50% to the extent to which Data Creativity in Video was adopted in achieving those results.

    Successful entries will address one or more of the following elements:

    A. 8 General Data Creativity Elements

    • Creating New Insights from Multiple Data Sources
    • Effective and Efficient Integration of Data
    • Innovative Data Sourcing
    • Analytics Creativity
    • Using Insights to Evolve the Planning and Execution Process
    • Employing Different Marketing Sciences
    • Technology Innovation (in-house or with 3rd parties)
    • Innovative Data Visualisation

    B. Elements of Data Creativity Specific to the Video Category

    • Addressing challenge of generating an in-depth profile of broad and niche TV audiences across devices
    • Cross-coordination: Targeted delivery conditional upon delivery of messages upon other media channels (incl. addressability)
    • Integrating purchasing behavior in targeting TV ads
    • Degree of innovation in measuring audiences, using the medium, measuring the effect of advertising

     

    Who should enter?

    • TV Broadcasters Agencies
    • Marketers
    • JICs (ie. BARB)
    • Promotional Trade Associations (ie. UK Thinkbox) Research companies
    • Ad tech companies