Morris Hite Center-Watson Analytics Competition

The UT Dallas JSOM, MS in Marketing program is partnering with IBM to use IBM’s Watson Analytics platform in a May 7th competition. Join us Saturday, May 7th : Learn how to Use Watson Analytics and then Compete for $3,500 in Prizes

Alex Edsel


Students from several, primarily North Texas, colleges (undergraduates and graduates) will work in small teams (2-4 students per team) to tackle a dataset from the airline industry leveraging Watson Analytics; a cognitive tool which “democratizes data analysis,” so that marketers can focus on asking the right questions and probing and developing actionable insights vs. creating, running or interpreting different statistical programs or models. No programming, advanced statistics or modeling knowledge is required. No prior knowledge of Watson Analytics is needed as we will provide a workshop during the morning.



  1. Must be enrolled during Spring 2016 as a college student in good academic standing. The competition is open to graduates (masters) and undergraduates. No PhD students or candidates are allowed.
  2. Every school is allowed up to 5 teams, each team is made up of between 2-4 members and can be a mix of graduate and undergraduate students. If one or more universities does not use up its 5 team allocation, this will open up additional team participation opportunities for other schools if there are enough to be evenly distributed. There however cannot be more than 30 teams total. Every school must decide on its own, how they will select their 5 teams. The ideal team size is three but two is fine if students have industry experience.
  3. Registration is now open for other Universities to sign up at and closes on April 22nd . Note: Registration for UT Dallas students is now closed-team selections in process. After the deadline closes, each team will be sent additional details and parking information as well as Watson Analytics videos should they wish to start learning and understanding the platform.


The event will kick-off on Saturday, May 7th

  • Teams must sign in between the hours of 9:00 to 9:30 am in the Atrium, located at UT Dallas JSOM, coffee and pastries will be provided.
  • Students should bring their own laptops, guest internet access will be provided
  • Between 9:30 -11:30, there will be an IBM Watson Analytics Workshop that will teach students how to use the key Watson Analytics modules: Discover, Predictive and Assemble and a Twitter component
  • At 11:30 the teams will get their competition packets. Bag lunches will be provided so students can work while they have lunch.
  • Students must only access Watson Analytics thru the UT Dallas IP network; any outside access to a Watson team account will disqualify the team.
  • At 4:00 pm, teams will submit a power point presentation using the template provided-with an appendix per the packet instructions. Teams must NOT identify in their presentation the school they are with.
  • Judges will deliberate and announce the two winning teams by 5:30 pm. Judges will consist of managers from IBM, industry partners and agencies
  • Judges will grade each team based on:
  1. Proficiency in using Watson Analytics to analyze the data: 20%
  2. Creativity & Logic in how the analysis is conducted and insights identified: 30%
  3. Usefulness and Originality of the Recommendations: 30%
  4. Data Visualization and flow of presentation: 20%



  • 1st place prize will be $2,000, with 2nd place prize of $1,000 and 3rd place $500 (prizes are per team and not for each individual student).
  • The 1st place team will also have dinner with a WorldWide Leader of IBM Watson Analytics team; the dinner will be scheduled for some mutually convenient future date
  • All teams will have to sign a talent release. Winning teams will have to provide additional information and sign a receipt for the awards if given out on-site.


Purpose of the competition:


  • The UTD Morris Hite Marketing Insights competition is a yearly event and part of a set of initiatives to strengthen critical thinking and insights development amongst marketers using Watson Analytics.


  • The competition is designed to also raise the profile of North Texas as an area of marketing talent.


  • The event provides students with an opportunity to showcase their skills and talents for employers and build their resume portfolio.
Posted in Marketing competitions

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