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MEC and DATAA Launch Data Science Student Competition

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MEC and the data start-up DATAA have announced a competition for Data Science Master's students with the participation of the University College of London as well as a range of Belgian Universities (Vrije Universiteit Brussel, Ghent University, Université Libre de Bruxelles). The students involved have been challenged to create an algorithm which can recognise and follow a user across devices 24/24 and 7/7. The difficulty in the task lies mainly in the fact that each device has a different ID and secondly in the necessity for tracking user behaviour throughout their day. The competition launched on February 15 with an event at the Vrije University in Brussels. This will be broadcast live on Facebook for students of the other participating universities. Students can register until the beginning of March and their work will be evaluated by a jury of university professors, MEC Belgium’s Innovation and Activation Expert Damien D'Ostuni, MEC Belgium CEO Thierry Brynaert and DATAA CEO François Bordes at the end of May. With this initiative, MEC Belgium aims to demonstrate a willingness to reach out to the academic world to find new solutions to improve brand experiences and ensure future growth for the agency and its clients.

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Damien D'Ostuni

Damien D'Ostuni, said: “Most people have several devices; smartphone, tablet and desktop for example; and they use them in different ways at different times during their day. Today’s consumers expect a personalised experience and are genuinely annoyed when they experience ‘unintelligent’ advertising, for example if they receive several times the exact same branded communications on all devices. The purpose of this challenge is to unearth solutions to reduce consumers’ irritation by optimising the digital experience so that brands can meet their consumers on the right device, at the right time and with a message that will have the right impact on their purchase journey.” François Bordes, added: “Students can submit their projects in groups of two or three, using the Kaggle platform. The algorithms that they develop, will be validated by our participating university professors to ensure their robustness and functionality.”

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François Bordes

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