The following article was originally sourced from Big Data, Big Win, an article on Kellogg’s News & Events page.
Kellogg School of Management students competed in a national competition to build a digital strategy for Wired.com. At the contest’s end, Kellogg teams took three of the top four spots, including first place.
More than 90 teams from 11 different universities submitted presentations to the Adobe Digital Analytics Competition, which was hosted by Adobe and Condé Nast and held in Utah from November 15-17.
The competition prompted students to use Adobe’s digital analytics tools to look at how Wired.com visitors interact with the website and challenged contestants to capture the tech magazine a sizable, sustainable, high-value audience using the lowest cost investment. Participants pooled data on everything from how readers find articles, which articles they’re reading, how they’re sharing information, how often they return and even who the visitors are.
Ester Fang ‘14, Jason Shangkuan ’14 and Susmita Saha ’14 took first place and the $15,000 prize. The team (dubbed “Team Nastilicious”) won thanks to their plan that included more articles on new technology. Their analysis of Wired’s analytics found that Twitter followers and Facebook likes revealed that those articles helped build a repeat audience, rather than just one-and-done clicks on interesting articles.
Lauren Edmonson, Nathalie Rollandin and Michela Wilde, all ’14, took third place and $3,750. Iris Chae, Trinh Nguyen and Alejandro Navarro Garcia, all ’14, took fourth place and $1,500.
