MScMA UGent Final Project Presentations
The Master of Science in Marketing Analysis had a record-breaking six final projects this year with a mix of marketing analytics and market research projects. In general, each project involves a UGent student team working on a real-life company problem for 3 months with specific deliverables. An overview of this year’s and past projects can be found here. All were challenging projects for real companies paying a substantial fee (15 000 EUR + VAT per analytics project for a team of three students). In the picture above, you see members of two teams working in the separate MScMA computer room at UGent. Below, you find a list of the project (in alphabetical order of the company names):
The Alpro (part of the WhiteWave Foods Company - stock ticker WWAV on the NYSE) student team is shown in the picture below. They worked on a market research project under the guidance of Prof. Dr. Patrick Van Kenhove. We also thank Charlotte De Corte and Julie Verstraeten for their support to the student team.
Monday 30 June 2014
Finally, the Leclerc project (one of the largest hypermarket chains in France) used R software and SQL to improve their CRM strategy and tactics using Big Data technology.
The second project was a market research project for Brady Corp. (stock ticker BRC on the NYSE), also under the supervision of Prof. Dr. Patrick Van Kenhove. The student team consisting of Lisa Kerckhof, Lien Tampere, Feebe Dumortier and Tine Vandekerckhove was supported by Charlotte De Corte and Willem Standaert. On June 24th, a project presentation took place at company premises. During a conference call with the United States, input was obtained from the other side of the Atlantic and some last adjustments could be made. The final project presentation took place on June 26th.
The first marketing analytics project was for Essent.be - a challenger in the Benelux electricity and gas market (part of the german RWE group - stock ticker RWEG on Deutsche Börse - see picture below). All subsequent marketing analytics projects were under the supervision of Prof. Dr. Dirk Van den Poel (@dirkvandenpoel). The Essent student team was supported by Jeroen D’Haen. The team used SAS Enterprise Miner to implement their analyses.
Next, the entire GDF-Suez Electrabel (market leader in the Belgian energy market - stock ticker GSZ on Euronext Paris) project team is shown below. We would like to acknowledge the great support by Dauwe Vercamer to this project. The student team conducted a low-level segmentation analysis of Smart Meter Time Series Data. The aim of the project was to identify underlying energy consumption patterns and tie them to demographic data. Moreover, GDF-Suez' in-house data was enriched with Open Data, thereby enabling higher segment accuracy.
Kazou is a non-profit organization offering youth camps. The project involved analyzing their member database with the aim of better understanding booking behavior. We also thank Dauwe Vercamer for his support to this project. The team used SAS software to implement descriptive and predictive analytics.
Congratulations to all teams for doing a great job!
