A 30-second commercial spot during the 2018 Super Bowl costs brands a whopping $5 million. Naturally, brands seek to monitor the performance of their ads. Traditional mechanisms such as the USA Today AD METER ratings were and still are the acceptable measuring yardstick. But with the advent of social media, channels such as Facebook and Twitter are able to provide digital footprints that enable additional in-depth understanding of consumer feedback in reaction to those ads.
For the past five years, Dr. Chong Oh, an Assistant Professor (Lecturer) from the Operations & Information Systems (OIS) Department of the David Eccles School of Business, University of Utah, has conducted in-depth analysis of Twitter tweets on Super Bowl ads in extracting valuable metrics related to performance, influence, and diffusion. The infographics and white paper from the 2017 team is shown here.
This year, the Information Systems program organized a Game Day Ad Analytics Blitz competition among students from the Eccles School. Teams of students from the Information Systems undergraduate major, Master of Science in Information Systems and Master of Science in Business Analytics programs compete to present the best infographics and white paper in relation to extracted insights from the Super Bowl ads.
This competition is organized by faculty of the OIS Department including Dr. Chong Oh, Dr. Vandana Ramachandran, Dr. Sankaran Srinivasan, Dr. Mike King and Dave Norwood, with support from Eccles School staff including Laurie Bragg, Jetta Hansen and Katie Drake. Additionally, we extend thanks to our sponsors including FireToss, Clearlink, Younique, and Molio.
In this competition students apply business analytics skill and gain practical knowledge including data collection, data processing and cleaning, data analysis and data visualization. Technology learned includes PHP, MySQL, Python, MongoDB, Twitter API and Tableau. These in-demand skills prepare our students for success in the job market.
Congratulations to the 2018 Winning Team
Congratulations to Gayathri Kunnathil, Harshan Nagulapally, Naveenkumarreddy Peddagorla and Vineel Talupula on great business insights, data analytics and a professional presentation. The winners each receive $1,000 cash and a $500 scholarship. We extend thanks to our sponsors the David Eccles School of Business Department of Operations and Information Systems, Molio, Firetoss, Younique and Clearlink. Thank you also to our judges and competition committee members.
View All Team Entries
- Students must be enrolled at the David Eccles School of Business during Fall 2017 and Spring 2018. Students from any undergraduate or graduate program are invited to participate.
- Teams must include 3-4 students.
- One team member must be an Information Systems major, an MSIS student or an MSBA student.
- Infographic displaying data (template will be provided)
- White paper detailing findings
- Outline of framework used for processing and extracting insights from the tweet data
- Poster presentation for first round judging
- Final 15-minute presentation for final round judging (only finalists will be asked to present)
- Value of findings – Are the results relevant and helpful to advertisers? Does this information help inform if the marketing spend was successful?
- Complexity of findings – Judges are looking for relationships between variables and in-depth analytic conclusions.
- Quality of materials – Team deliverables should be professional-quality, well written/designed and easy to understand.
- Professional presentation – Judges are looking for students to deliver a business-quality poster presentation, including visual or other aides. Finalists are also expected to deliver an oral presentation in the final round.
- Oct. 17: Deadline for teams to sign-up. Late registrations will not be accepted.
- Oct. 18: Competition kick-off meeting at 5 p.m. | SFEBB 1170
- At least one team member is required to attend the kick-off meeting.
- Dec. 1: Mid-term check-in meeting
- Feb. 2: Competition kick-off party at 5 p.m. | SFEBB 5160
- Hear from competition sponsors, ask any final questions, network with other teams and enjoy pizza on us.
- Feb. 4: Super Bowl game and data collection
- Feb. 9: Presentations and awards ceremony
- Showcase: 2-5 p.m. | SFEBB 3170
- Dinner & Awards: 5-7 p.m. | SFEBB 5160
- Each first-place team member receives $1,000 cash and a $500 scholarship.
- The first-place team is guaranteed interviews for either internships or full-time employment with the competition sponsors.
Yes; one team member must be either an undergraduate IS, MSIS or MSBA student.
What if a team member quits?
You can get a replacement team member or choose to continue in the competition without that person.
What if a whole team quits?
That team will then forfeit the competition and no longer continue.
Can the team seek outside help?
Can the team use other technologies?
Can the team use other data sources?
Do we get help?
Yes, students can attend technology webinars focusing on competition-specific skills every 2 weeks.
Do we start from scratch?
No; teams will receive code and documents from last year’s Super Bowl analytics project (i.e. python, mongoDB dataset, infographics and white paper).