I-COM Data Creativity Awards
Finalist Virtual Presentations
May 19 - 21, 2026
Programme times shown in Central European Time (CET)
The Data Creativity Awards acknowledge the most creative people and companies in achieving business value / competitive advantage for their clients by leveraging value from data.
Project Rainforest
Nestlé & OpenMind, UK
· Learn more →
Nestlé partnered with OpenMind and Google to build a first-of-its-kind attribution bridge between Google Search and Amazon, solving a fundamental gap in its ability to track and optimise the full consumer journey from search to sale. The entry details the custom technical solution engineered across two walled-garden ecosystems, combining Amazon conversion data with Google's bidding algorithms to shift search investment from a traffic driver to a measurable, optimised e-commerce sales engine.
Crafting Creator Content to Build Bigger Brands
Kantar & Whalar, USA
· Learn more →
Whalar and Kantar partnered to establish an industry-first measurement framework for creator content, moving beyond vanity metrics to assess genuine brand impact at scale. The entry details how an AI-powered creative effectiveness solution, validated against in-market brand lift studies, was deployed across 3,000+ creator assets to identify the specific content features that drive brand equity and sales likelihood, and to translate those findings into smarter creator briefs and optimisation decisions.
Journey Intelligence: Powering a Nation in Motion
Accenture Song ME & Saudia Airlines, UAE
· Learn more →
Saudia Airlines partnered with Accenture Song to redesign how digital relevance is delivered across its customer journeys, in response to a rapidly diversifying traveller base and a digital environment where nearly four in five sessions begin anonymously. The entry details a signal-driven decision framework built to interpret traveller intent in real time, combining behavioural data, adaptive micro-segmentation, and always-on decisioning logic to deliver contextual experiences across web, app, and email without relying on known identity.
Nestlé Marketing ROI Program
Nestlé, Switzerland
· Learn more →
Nestlé built its Marketing ROI programme to bring consistency and scale to marketing effectiveness measurement across more than 185 countries. At its core is a proprietary internal application combining advanced modelling, automated data pipelines, and a GenAI-powered interface built for marketers across functions and geographies.
Using Advanced Measurement to Drive More Vehicles Off the Lot
RAPP & Audi, USA
· Learn more →
Audi partnered with RAPP to evolve its CRM measurement from a last-touch attribution framework to a behaviour-led, journey-based model that reflects how influence accumulates across the full path to purchase. The entry details how CRM engagement signals were unified with first-party sales data to reconstruct real customer progressions, with a self-learning algorithm used to quantify the true contribution of each interaction and shift marketing from a retrospective reporting function to a forward-looking planning capability.
Radisson Hotel Group Elasticity Model
Accenture Song & Radisson Hotel, Spain
· Learn more →
Radisson Hotel worked with Accenture Song to transform media investment from reactive budget allocation into a predictive, profitability-driven revenue engineering framework across a complex multi-market hotel portfolio. The entry details an elasticity-based model built to define the optimal direct channel share for each property under explicit profitability constraints, operationalised through an agentic cross-channel orchestration platform and validated via causal impact analysis.
The Incrementality Trinity: Driving Paid Search Performance & Trust with Experiments
Analytic Partners & PVH, Ireland
· Learn more →
PVH partnered with Analytic Partners and their search partner to rebuild trust in Search measurement by designing a rigorous geo-based incrementality experiment that could reconcile conflicting ROI results and restore confidence in data-driven decision-making. The entry details how three distinct measurement methodologies were run in parallel and triangulated to establish a single, defensible view of Search's true incremental contribution, laying the foundation for a broader commercial measurement framework embedded across the business.
UltraTech Cement: Building the Future Before It Exists
Mindshare India & UltraTech Cement, India
· Learn more →
UltraTech Cement partnered with Aroscop to move beyond traditional demographic targeting in rural India by developing a predictive location intelligence model capable of identifying future construction demand before it materialises. The entry details how geospatial data, satellite imagery, and government infrastructure investment signals were combined into a proprietary Growth Corridor Index to pinpoint 5,574 high-potential villages along a 594km expressway route, enabling precise audience engagement ahead of competitors in markets where conventional data sources do not exist.
Closing