{"id":61818,"date":"2017-04-27T16:14:05","date_gmt":"2017-04-27T14:14:05","guid":{"rendered":"https:\/\/ipmark.com\/?p=61818"},"modified":"2017-04-27T16:14:05","modified_gmt":"2017-04-27T14:14:05","slug":"business-intelligence-data-creativity-awards-2017","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=61818","title":{"rendered":"Data Creativity Awards 2017: premios a la excelencia del marketing de datos"},"content":{"rendered":"
\"Business-Intelligence-Data-Creativity-Awards-2017-Icom-Global-Summit-Porto\"
Foto de grupo de los ganadores de la edici\u00f3n de 2017 de los Data Creativity Awards.<\/figcaption><\/figure>\n

Innovaci\u00f3n en business intelligence<\/a> y big data marketing en la octava edici\u00f3n del congreso I-COM Global Summit, que se ha celebrado en Oporto, Portugal, del 24 al 27 de abril, y durante el que se concedieron\u00a0los premios Data Creativity Awards. La entrega \u00a0tuvo lugar en el monasterio Sao Bento da Vitoria, de Oporto, el 25 de abril, a lo largo de una cena de gala.<\/strong><\/p>\n

El Overall Winner<\/strong>, o gran premio, fue para la campa\u00f1a Times Flies<\/a>, de Havas Helia<\/strong> e EasyJet<\/strong>. La acci\u00f3n conmemoraba el 20 aniversario de la fundaci\u00f3n de la l\u00ednea \u00e1rea<\/strong> y para ello se ide\u00f3 una completa estrategia de datos para dirigirse a los clientes mediante correos electr\u00f3nicos personalizados que destacaban, en un tono cercano y emotivo, algunos de los hitos en su relaci\u00f3n con EasyJet: el primer vuelo que realizaron, los kil\u00f3metros recorridos desde entonces, los destinos visitados\u2026<\/p>\n

Los ganadores de los premios Data Creativity Awards 2017<\/strong> son:<\/p>\n

\u2022 Atribuci\u00f3n<\/strong><\/p>\n

Ganadores: Marketing Evolution y Warner Bros (EE. UU.)<\/p>\n

Campa\u00f1a:\u00a0ROI Brain<\/p>\n

Colaboradores tecnol\u00f3gicos:\u00a0Krux Digital DMP<\/p>\n

\u2022 Marketing de Contenidos<\/strong><\/p>\n

Ganadores: Wunderman y GSK (EE. UU.)<\/p>\n

Campa\u00f1a:\u00a0Organically Grown: The Flonase Story<\/p>\n

Colaboradores tecnol\u00f3gicos:\u00a0Google<\/p>\n

\u2022 General<\/strong><\/p>\n

Ganadores: DataiKu y Voyage Priv\u00e9 Groupe (Francia)<\/p>\n

Campa\u00f1a: State-of-the-art Recommender System using Picture Recognition<\/p>\n

Colaboradores tecnol\u00f3gicos:\u00a0Cloudera, HP Vertica, Hive, Impala, Cafe, scikit learn y Tensorflow<\/p>\n

\u2022 Program\u00e1tica<\/strong><\/p>\n

Ganadores: MediaCom, GroupM y SAS (Dinamarca)<\/p>\n

Campa\u00f1a: SAS Airlines Global Programmatic Transformation Project (Denmark)<\/p>\n

Colaboradores tecnol\u00f3gicos:\u00a0AppNexus Programmable Bidder, Google Analytics 360, Google DoubleClick Campaign Manager, Google DoubleClick Studio, Integral Ad Science y Xaxis Turbine<\/p>\n

\u2022 Social Media <\/strong><\/p>\n

Ganadores: Havas helia e ITV News (Reino Unido)<\/p>\n

Campa\u00f1a: EagleAi<\/p>\n

Colaboradores tecnol\u00f3gicos:\u00a0BuzzSumo, IBM Watson y Netbase\/Datasift<\/p>\n

\u2022 Mercados Emergentes y M\u00f3vil <\/strong><\/p>\n

Ganadores: Mindshare y Castrol (India)<\/p>\n

Campa\u00f1a: How Castrol activated mini truck driver targeted only campaign<\/p>\n

Colaboradores tecnol\u00f3gicos:\u00a0Airtel<\/p>\n

\u2022 Overall Winner y CRM<\/strong><\/p>\n

Ganadores: Havas Helia y EasyJet (Reino Unido)<\/p>\n

Campa\u00f1a: Time Flies<\/p>\n

Colaboradores tecnol\u00f3gicos:\u00a0SPSS (IBM) y SAS<\/p>\n

\"Business-intelligence-data-Science-Hackathon-2017-Icom-Global-Summit-Porto\"
Fotograf\u00eda de grupo de los ganadores de la edici\u00f3n de 2017 de la Data Science Hackathon.<\/figcaption><\/figure>\n

OTROS PREMIOS<\/strong><\/h3>\n

Tambi\u00e9n se entregaron los premios de otras dos competiciones: la Data Science Hackathon<\/strong>, desaf\u00edo que une a responsables de marketing con analistas y especialistas en inteligencia de datos para la resoluci\u00f3n de problemas reales; y la Data Startup Challenge<\/strong>, una muestra de soluciones punteras de marketing de datos procedentes de todo el mundo.<\/p>\n

DATA SCIENCE\u00a0HACKATHON. <\/strong>La Data Science Hackathon tiene lugar durante los d\u00edas previos al congreso y los equipos participantes tienen un plazo m\u00e1ximo de 36 horas para desarrollar los algoritmos y plantear las soluciones a los retos propuestos, que en esta edici\u00f3n eran dos: uno de Intel y otro Unilever.<\/p>\n

El desaf\u00edo que plante\u00f3 Intel<\/strong> fue predecir el impacto que tienen las discusiones en medios sociales y la eficacia publicitaria de la marca en la compra razonada o racional de los ordenadores. Y Unilever<\/strong> quer\u00eda saber si se podr\u00eda predecir dentro de una comunidad word of mouth el \u00e9xito y el alcance que tendr\u00e1n los marcas de consumo no duradero sostenibles.<\/p>\n

Los ganadores del reto de Intel fueron Publicis Media Germany<\/strong>, en la categor\u00eda de Scientists, y Analytic Partners\/Red is the New Hack<\/strong>, en la de Masters. Y los ganadores del desaf\u00edo de Uniliver<\/strong> fueron ETH Zurich University\/Bootstrap\u2019s Bootstraps<\/strong>, en Scientists, y PiperLab<\/strong>, en Masters.<\/p>\n

DATA STARTUP CHALLENGE. <\/strong>En la Data Startup Challenge resultaron ganadoras cuatro compa\u00f1\u00edas<\/strong>: MindLytiX<\/a>\u00a0en la categor\u00eda general; Cubeyou<\/a>, en la de Social Media; Vispera<\/a>, en la de Mercado Emergentes; E Fundamental<\/a>, en Atgribuci\u00f3n. MindLytiX se llev\u00f3, adem\u00e1s, el Unilever Award, y E Fundamental, el Overall Winner.<\/p>\n

SMART DATA\u00a0<\/strong><\/h3>\n

Adem\u00e1s de las competiciones rese\u00f1adas, durante el I-Com Global Summit se entregaron tambi\u00e9n los premios Smart Data<\/strong>, que reconocen la excelencia de las compa\u00f1\u00edas en el campo del marketing de datos, y se conceden a las empresas que m\u00e1s puntos obtienen en los Creativity Awards y los Data Science Hackathon.<\/p>\n

As\u00ed, IBM Watson<\/strong> fue elegida Empresa Tecnol\u00f3gica del A\u00f1o; Analytic Partners<\/strong>, Agencia del A\u00f1o; y Publicis Media<\/strong>, Red de Agencias del A\u00f1o.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Innovaci\u00f3n en business intelligence y big data marketing en la octava edici\u00f3n del congreso I-COM Global Summit, que se ha<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[],"class_list":["post-61818","post","type-post","status-publish","format-standard","hentry","category-marketing-digital"],"acf":[],"yoast_head":"\nBusiness intelligence y big data marketing en I-COM 2017-IPMARK<\/title>\n<meta name=\"description\" content=\"Innovaci\u00f3n en business intelligence y big data en la \u00faltima edici\u00f3n de los Data Creativity Awards, entregados durante el congreso I-COM Global Summit\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=61818\" \/>\n<meta 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