Fidest – Agenzia giornalistica/press agency

Quotidiano di informazione – Anno 31 n° 301

Integral Ad Science Wins I-COM Smart Data Marketing Technology of the Year

Posted by fidest press agency su venerdì, 17 Mag 2019

Integral Ad Science (IAS) announced today that IAS was recognized with the I-COM Smart Data Marketing Technology of the Year award at the I-COM Global Summit 2019 in Malaga, Spain for excellence in data science and for pushing the needle of progress in the digital ecosystem.
A team of IAS data scientists were also finalists in the prestigious I-COM Data Science Hackathon. Competing among data science teams from around the world, IAS was one of two groups in the final round, presenting their digital transformation data model solution to the Google + Carrefour challenge.The I-COM Global Data Summit is where marketing technology and marketing science executives gather to explore issues at the forefront of smart data marketing and digital transformation. I-COM’s annual Hackathon presents a unique opportunity to promote greater understanding, appreciation and recognition of data science and its application in real-world marketing scenarios.In the Carrefour and Google challenge, teams were tasked with using clustered data to deliver insights on customer digital interest for product promotion – driving traffic to stores and e-commerce sites, and decreasing print catalogue distribution. The IAS team built a sales prediction model designed to accurately forecast 2019 sales at the postal-code level, using disparate data sets from Google, Carrefour, Wunderman Thompson and Kantar TGI France. The model was designed to allow Carrefour to test out the net impact of reducing catalogue distribution on sales, before enacting real-world changes.Lisa Utzschneider, CEO of Integral Ad Science commented, saying “At IAS, data science is one of our core competencies. It is the foundation of our R&D organization and we strive to be data-driven in our decision making and solutions across all parts of the business. I’m extremely proud of the IAS team for their showing at this event. World-class data scientists are critical for innovative products and our ability to offer comprehensive global coverage, at scale.”


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