To celebrate and recognise the best in data analytics, we’ve launched a new award in 2018: the MRS Innovation in Data Analytics Award.

The annual MRS Awards set out to celebrate and recognise best practice in all aspects of market research. To reflect the growing importance of data analytics in this sector, this year there’s a new addition: the MRS Innovation in Data Analytics Award.

This award, sponsored by Bonamy Finch, is given to the case study that best demonstrates how data analytics can be leveraged to create and inform strategy and growth for business and/or brands.

Judges look for a new, innovative and dynamic solution within the field of data analytics that’s successfully addressed a specific internal or external client issue.

Techniques must have impacted an internal or external client and delivered real commercial change: either a positive measureable return, increased customer and/or citizen engagement or specific change in business behaviour.

The 2018 winner is Future Thinking GemSeek, alongside their client Liberty Global.

The judges explained: “There is real evidence of resultant client action directly based on this state-of-the-art study, plus very positive customer service/commercial impact too. A clear winner. The judges were unanimous in commending and ultimately choosing Predicting super-detractors through machine learning for the inaugural year of this category, based on its highly sophisticated programme of analysis involving multiple data sets, requiring innovative integration and synthesis. This paper also neatly fused with Q&A MR survey data, all ultimately for predictive decision-improvement purposes.”

Other finalists in the category were OmnicomMediaGroup and Twitter & IPG Mediabrands.

The 2019 Award opens for entries on 2 May. The deadline for entries is 2 July.

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