OMD EMEA: I-Com Data Science Hackathon: 36 Hours – 18 Teams – 2 Problems

Adam Abu-Nab

Adam Abu-Nab

MAY 2, 2017 - Adam Abu-Nab [pictured], Social Intelligence - Executive Director at OMD EMEA, writes: The I-COM Data Science Hackathon is a 36-hour marathon, where competing teams develop algorithms using data science analytics to solve predictive modelling challenges on marketers’ datasets.

This year, it was hosted in the beautiful Cruise Terminal in Porto. Unilever and Intel provided the challenges for teams. The attending teams were a mix of academic data scientists (universities), analytics and marketing specialists (agencies).

The team from OMD EMEA took on the Intel challenge –

Business Challenge: What is the impact of discussions in social media and brand health indicators on advertising effectiveness for high consideration purchases such as consumer PC sales in the US?

Prediction Challenge: Predict the sales revenue by CPU brand/device brand combination by month for Jan and  Feb 2017.

A sample of the data was provided by sponsors and Intel in advance of the Hackathon for teams to interrogate. The shared data included social (twitter volume), Millward Brown brand health survey data, search, ad spend and sales data.

To cover all aspects, OMD EMEA sent a team with a blended skill set to approach it. Our team included Paul Cuckoo (Global Channel Planning Manager), Harry Daniels (Analyst), Cate McVeigh (Head of Marketing Sciences, Intel team) and Adam Abu-Nab (Social Intelligence Exec Director). More...