Winners Announced for Data Mining Challenge Awards 2015 Sponsored by SAS®

Nurturing next-generation talent to strengthen the power of analytics and data science for problem solving with world-class data mining solutions by SAS®

SAS®, the global leader in analytics, and the BBA (Hons) in the Business Analysis programme (BANL) from the Department of Management Sciences, College of Business, The City University of Hong Kong (CityU), announced the results of the Data Mining Challenge Awards 2015, in which three winning teams deployed analytics solutions to provide better insights for enterprises to optimize their operations and increase revenue growth, highlighting the values of data analytics in a business environment.

The three winning projects, namely, “Exploration of Touchwood Card Holder Behavior”, “Zeropercent” and “ThreeR”, applied analytics solutions in a variety of industries spanning retail promotion, travel and cosmetics. The team presenting the project, “Exploration of Touchwood Card Holder Behavior”, leveraged on data mining to help assess the attractiveness of a promotion campaign. The “Zeropercent” team applied data mining to provide a better search experience for customers by recommending hotels which might be of interest to them, having identified the customers’ search patterns, whilst the “ThreeR” team deployed data analytics to help a cosmetics retailing company identify profitable customers and forecast their sales volume.

Wilson Ho, General Manager, SAS Hong Kong, said, “More enterprises across different industries are now taking advantage of the power of analytics to incorporate new information and valuable insights into their decision-making processes. These award-winning students prove that there are many ways for enterprises to consider using analytics that will make a difference! It is certainly our pleasure to again sponsor these awards and take the initiative in nurturing talented students with the use of our advanced software.”

The Data Mining Challenge Awards 2015 invited CityU’s BBA BANL students to submit proposals using scientific analytic tools to analyze data collected. This should help enterprises to understand more about their customers, identify possible areas for improvements and more accurately forecast market trends in order to optimize the customer experience and make wiser business decisions to enhance their business growth. Under the sponsorship of SAS Hong Kong, the winning teams for first, second and third place were awarded a total of HK$4,000, HK$3,000 and HK$2,000, respectively, in cash prizes.

Dr Iris Yeung, Associate Professor of The City University of Hong Kong’s Department of Management Sciences, congratulated the Award winners and thanked SAS for their continued support in sponsoring the Awards and providing a variety of SAS software teaching and learning resources to lecturers and students. “With the assistance of SAS tools, it becomes easier for students to apply cutting-edge analytical techniques and statistical models to derive smart insights from big data and solve real-life business problems rapidly,” said Dr Yeung. “Moreover, direct experience with these SAS tools increases graduates’ employment and promotion opportunities.”

With a view to developing students’ potential and nurturing next-generation talent, SAS is committed to supporting Hong Kong’s education institutes to broaden the applicability of analytics and data science. Dedicating efforts and resources to the education sector is one of the core values among SAS’s Corporate Social Responsibilities.

The Department of Management Sciences of The City University of Hong Kong has been offering Data Mining courses for the Bachelor of Business Analysis programme for years. Students enrolling in the courses of Business Analysis are encouraged to make use of the SAS tools available to demonstrate their data mining skills throughout their academic years. SAS software and Data Mining have been taught in this major for more than 10 years, enabling students to become familiar with tools to analyze data and also gain experience with how analytics will underpin their careers in the business analytics industry. The Data Mining Challenge Awards have recognized talented students' projects in the SAS® Enterprise Miner course since 2011.

City U

Wilson Ho, General Manager, SAS Hong Kong (4th from the left), Wilfred Wah, Director of Sales Support & Consulting, SAS Hong Kong (3rd from the right), Dr. Iris Leung, BBA Business Analysis Major Leader (1st from the left), Professor Kelvin Yau, Department of Management Sciences & Associate Dean of School of Graduate Studies (3rd from the left), Professor Frank Chen, Department Head, Department of Management Sciences, the City University of Hong Kong (2nd from the right), presented prizes to the winning teams of the Data Mining Challenge Awards 2015.

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