2012 GroupM Marketing Analytics Case Competition

[GroupM Lubin School logos]
GroupM Marketing Analytics Case Competition
Spring 2012

GroupM Business Science and Pace University's Lubin School of Business partnered to offer the First Annual Marketing Analytics Case Competition in April 2012. The winning teams have been announced (see below).

[GroupM Case Study]
1st Place Team: Peter Laponte, Ikechi Okoronkwo, Dheepak Chandramouli, Dan Phelan
[GroupM Case Study]
2nd Place Team: Chris DuBois, Nune Genjoyan, Julie LeFeuvre, Chirag Piparia

Special Mentions:

Best Analytics - Luyan Dai, Chiu-Lan Hsu, Tzu-Ya Tseng, Jin Dai
Most Innovative – Hui Ju, Swathi Movvai
Best Pitch - Chris DuBois, Nune Genjoyan, Julie LeFeuvre, Chirag Pipariai

[GroupM Case Study] Deepak Chandramouli presenting analysis results.

[GroupM Case Study]
Jin Dal explaining the methodology behind the predictive model developed.
[GroupM Case Study]
Swathi Movya and Hui (Athena) Ju discussing the implications of their research

Peter LaPonte on the richness of qualitative analysis [GroupM Case Study]

[GroupM Case Study]
Luyan (Noelle) Dai sharing results of the regression model developed
[GroupM Case Study]
Bart Flaherty, CEO of GroupM (left) and Neil Braun, Dean of Lubin, look on while Juan Suarez asks the presenters a question
[GroupM Case Study]
Panel of Judges (from left to right): Dr. Ipshita Ray, Dr. Vishal Lala, Ms. Jia Lin, and Mr. Anthony Miyake

About the Competition

The case competition teams will provide critical perspective and real solutions to marketing problems/topics and have their ideas judged by professionals in the industry and Lubin marketing faculty. This competition serves as a dynamic opportunity for students to apply their knowledge and skills and enhance their theoretical foundation in the marketing discipline.

>> click to download the registration form
>> click to download the fact sheet

Case Competition Timeline:

February 27 Registration opens to Pace students
March 21 Registration deadline
March 22 Case is sent out by e-mail to teams
March 23 GroupM briefing session at Pace
April 6 Written case is due
week of April 9 Final presentations at GroupM
April 16 Winning team announced

Registration Guidelines:
  • Minimum of 2 students per team (4 max).
  • Every team member must be either a full time or part time student at Pace University.
  • The teams can be a combination of undergrad and masters-level graduate students.
  • Students must be available to present their case in person during the week of April 9th.
  • Final presentation attire: business casual
  • To be eligible, teams must submit a completed registration form and resume by March 21st, 2012.
Final Presentation Location:

GroupM - North America Headquarters
498 Seventh Avenue
New York, NY 10018

  • 1st place winners will be guaranteed interviews for internship and full-time positions with GroupM Business Science.
  • 1st and 2nd place winners will be invited to dinner in the city with CEO of GroupM Business Science Each team will receive individual participation certificates.
General Case Competition Rules:
  • Student teams may submit only one final response to the case study, which should address all questions asked.
  • The written response must be submitted in Microsoft Word format.
  • The response must have reasonable spacing and font size (i.e. 12 pt. Arial).
  • The response must not exceed five pages of text, with two additional pages in charts, graphs or exhibits.
  • Student teams are encouraged to work on their own to solve the case, although they may solicit assistance from faculty. Any faculty assistance will be logged and reported back to judges.
  • Final round presentations should be delivered in Power Point format. No more than 20 slides.
  • All team members must participate in the final presentation.
  • No team member, or faculty member, should be a current employee or consultant for GroupM.

Event Coordinators:

Dr. Ipshita Ray, Associate Professor of Marketing

Dr. Vishal Lala, Associate Professor of Marketing

Juan Suarez, Director of Business Development

About GroupM Business Science:

GroupM Business Science is a full service analytics, data, business and marketing consulting practice within GroupM, a consolidated media investment management operation, serving as the parent company to some of the world's largest media agencies including Maxus, MEC, MediaCom, Mindshare, Catalyst and Xaxis. GroupM Business Science professionals consult with and provide actionable insights to help clients drive profitable marketing decisions that lead to growth. Our global team applies deep market knowledge, insight creation assets, and business expertise to address business issues.

Key Facts:

  • GroupM is the leading global media investment management operation.
  • Worldwide billings of US $73.5bn (RECMA, June 2010)
  • Total worldwide market share: 32.7%
  • Industry leading levels of investment in research and development.
  • 400 offices in 81 countries
  • 17,000 staff
  • Part of WPP Group

Judges' Profiles:

  [Jia Lin]
Jia Lin, Senior Analytics Manager, GroupM Business Science
Jia Lin has more than 10 years of experience in online analytics, working with a long list of Fortune 500 companies including Microsoft, Bank of America, TIAA-CREF, Oracle, Unilever, Nissan, AMD, Amazon and AARP. Jia came from a diversified industry background. Before joining GroupM as a Senior Analytics Manager , she was an social media analytics consultant, offering insights and strategies for marketing, PR, Sales and CRM. She also had worked as a Program Manager that conducted ROI analysis for Microsoft Bing's paid search platform, as a Research Manager that oversaw consumer insight research at Visible Technologies, and a team lead that built up online listening program for Wagner Edstrom. Before earning her Ph.D degree in Communication(minor in Statistics) from the School of Informatics at SUNY/Buffalo, she had experiences as a college lecturer, a journalist, a photographer, and an account executive. Today Jia is specialized in data mining, data analysis, data visualization, business intelligence, statistical modeling and research design.

  [Anthony Miyake]
Anthony Miyake, Chief Economist, GroupM Business Science
With 15+ years of modeling and analytics experience, Anthony has a wide range of project experience across various industries. His projects have ranged from marketing mix modeling, price and promotion analyses, market structure, consumer preference segmentation, product assortment optimization, and optimal retail store layouts/shelving configurations. He has developed macroeconomic models on core retail sales and the automotive industry which have been deployed across the GroupM client projects to understand how macroeconomic factors influence our clients' business. Anthony holds a Masters in Economics from Yale University and a BA in Economics from Columbia University.

  [Juan Suarez]
Juan Suarez, Director of Business Development, GroupM Business Science
Juan is an award winning marketing professional with 10 years of experience in high tech, telecommunications, and media industries and has a diverse background in the areas of events marketing, product management, business strategy, consulting, and media mix analysis. Prior to joining GroupM in 2011, Juan spent 5 years at IBM, where he held the title of Senior Marketing Manager responsible for IBM's Software Group marketing strategy in the Telecom and Media industries. Prior to this role, Juan was a client lead in IBM's Marketing Mix practice, where he led several international projects aimed at increasing revenue & profit by improving the interaction between demand generation and brand awareness tactics. Juan began his career in 2001 with Accenture as a consultant for their knowledge management practice. He holds an MBA from the University of North Carolina - Chapel Hill and is an alumni of various top talent and leadership development programs like: IBM's Marketing Leadership Development Program, IBM Corporate Service Corps, and the Consortium for Graduate Studies in Management.

  [Vishal Lala]
Vishal Lala, Associate Professor of Marketing, Lubin School of Business - Pace University
Dr. Vishal Lala is an Associate Professor of Marketing at the Lubin School of Business, Pace University, New York. His research interests include consumer decision making, electronic media, promotion, and retailing. His publications have appeared in marketing and e-commerce journals such as Journal of Advertising Research, Journal of Interactive Marketing, International Journal of Accounting Information Systems, Journal of International Consumer Marketing, International Journal of Retailing and Distribution Management, Managing Service Quality, Journal of Advertising Education, and Journal of Marketing Education. He teaches quantitative graduate marketing courses such as marketing research, marketing engineering, and interactive marketing; new technology courses such as e-commerce; introductory marketing for undergraduates; and, consumer research for doctoral students. He does consulting in the areas of direct marketing and predictive modeling.

  [Ipshita Ray]
Ipshita Ray, Associate Professor of Marketing, Lubin School of Business - Pace University
Dr. Ipshita Ray is an Associate Professor of Marketing at the Lubin School of Business, Pace University, New York. Her research interests include customer decision making processes, customer relationship management, shopping behaviors and marketing communication effectiveness. She has published in journals such as the Journal of Business Research, Journal of Marketing Communications, Journal of Strategic Marketing, International Review of Retail, Distribution and Consumer Research, and Journal of Academic and Business Ethics. Dr. Ray also has many years of work experience in marketing research and media planning with companies such as MMA/Carat and J.Walter Thompson. She was the Advertising Education Foundation's 2008 Visiting Professor Program's national award recipient and worked with host advertising agency, DDB, Chicago on McDonald's, Budweiser, Wrigley's and State Farm accounts. She was awarded the Outstanding Professor of the Year award in 2002 with an honorary induction to the National Honors Society for Adult Learners in Continuing Higher Education (Alpha Sigma Lambda).

Executive Sponsors

  [Neil S. Braun]
Neil S. Braun, Dean, Lubin School of Business - Pace University
Neil S. Braun is the Dean of Pace University's Lubin School of Business in New York since July 2010. He has previously been President of the NBC Television Network, Chairman and CEO of Viacom Entertainment, an internet and environmental entrepreneur, a film producer and corporate attorney. Braun serves on the board of directors, audit, compensation and governance committees of IMAX Corporation (NYSE), the board and finance committee of national anti-hunger organization Share Our Strength and is President of the Board of the Westhampton Beach Performing Arts Center. He has taught an MBA course in economic models of media and entertainment at the Wharton School of Business at the University of Pennsylvania. He holds a BA from the University of Pennsylvania and a JD from the University of Chicago Law School.

  [Bart Flaherty]
Bart Flaherty, CEO, GroupM Business Science, NA
As the CEO of GroupM Business Science, Bart's mission has been to drive innovation in analytical techniques to help clients navigate the rapidly evolving media landscape and succeed through the use of key insights on the marketplaces in which they compete. Bart's expertise lies in helping business partners and clients understand how best to deploy their marketing, media and retail trade budgets to optimize sales and profit. He has long been a pioneer in the evolution of market research, championing a focus on actionable recommendations that drive measurable ROI. Prior to joining GroupM in 2007, Bart spent 10 years at PepsiCo, first working on the Tropicana business, then as head of the company's Analytic Best Practice Area, and finally running Pepsi's Strategy & Analytics Group. A catalyst in changing the role of market research in consumer product companies, he has been recognized for his forward thinking on the function of marketing in the retail environment. Bart is a frequent speaker at industry events and has been profiled in several business publications for his contributions to the marketing analytics field.