Data-driven innovation: Coaching students in an Analytics Showdown

Since 2022, Santa Clara University has hosted the Analytics Showdown, a semiannual team competition based on data-driven innovation. It’s designed to provide Master of Business Analytics students with hands-on experience solving complex business problems.

"The idea was to create a competition that would give students an opportunity to showcase their knowledge gained from the program using data sets from industry,” explains Professor Tao Li, director of the Master of Science in Business Analytics program. “All students work on the same problem and then compete against each other, which fosters a deeper understanding and greater innovation.”

Finding real-world solutions

For the 2024 event, ServiceNow offered sponsorship and guidance to participating students. Mark M., a senior data scientist at ServiceNow, served as both a coach and judge, alongside three other ServiceNow employees who volunteered as coaches.

Backed by ServiceNow support, Mark and his colleagues helped eight teams representing 29 students address the challenges presented by Koolboks, a social enterprise company providing solar-powered refrigerator units to small businesses in Africa.

The problem posed by Koolboks revolved around predicting customer payment behavior for its units, which are critical assets for many small businesses in Africa. "Koolboks needs to determine which customers are likely to default on payments so they can take early action,” Mark explains.

Winning as a team

Among the standout participants was Virti S., whose team claimed the trophy. In a serendipitous coincidence, Virti was offered an internship at ServiceNow while participating in the competition, showcasing her abilities in a real-world context. She gladly accepted the business strategy specialist intern role.

"Connecting with mentors from ServiceNow and other companies was incredibly helpful,” she says, reflecting on the intensity of the quick time frame of competition.

“Within just 15 days, we had to understand the business problem, perform technical analysis, and develop our solutions,” she says. “The diverse backgrounds of our team members allowed us to approach the problem from multiple perspectives. We were thrilled when our names were called as the winners!"

“The winning team didn’t just excel technically,” Mark says. “They provided concrete recommendations that Koolboks could actually use. They analyzed economic trends, considered local interest rates, and identified which pricing schedules were sustainable. This level of insight is invaluable for a social enterprise like Koolboks.”

Making a difference

The fourth Analytics Showdown was unique for a couple of reasons. It included more participants than previous competitions, and it embodied collaboration between the Miller Center for Social Entrepreneurship, ServiceNow, Santa Clara University, and Koolboks.

"When brainstorming how we could work together, we decided to involve both data and financial sponsorship,” Professor Li says. “Koolboks, a social enterprise based in France with major operations in Africa, provided the data. Then I reached out to the Miller Center, which is named after Jeff Miller, who is a longtime board member of ServiceNow. That’s how we got connected. It all came together beautifully."

“This competition allowed the students to dive deep into the data and develop predictive models that can make a real difference for Koolboks and its customers," Mark adds.

Natalie Casey, chief business officer at Koolboks, served as a judge and attended the awards ceremony. "This competition has provided us with valuable insights into our customer base and their payment behaviors,” she says. “The students' analyses will directly impact our strategies and help us better serve small businesses in Africa."

Looking ahead

As the Analytics Showdown continues to evolve, it remains a testament to the power of collaboration between academia and industry. Professor Li’s vision has created a vibrant platform for students to apply their knowledge and gain invaluable experience.

"It’s a dream come true to see the Miller Center, ServiceNow, and Santa Clara University working together,” says Jeff Miller, chair of the Miller Center advisory board. “This event exemplifies the synergy of academic knowledge, industry expertise, and social impact, which is what we strive for."

Mark is grateful to work for a company that values giving back. “I gave a bit more than the required time because that’s how we do things at ServiceNow: We complete the job,” he says. “I appreciated this unique volunteering opportunity because it was an area where I could contribute with my relevant, specific skill set.”

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