Adobe Analytics Challenge

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What is the Adobe Analytics Challenge?

For over 10 years, this competition has been a unique analytics-focused business case competition where university students are given the opportunity to use Adobe’s industry-leading analytics products and access to real-world data from leading organizations such as Lenovo, Condé Nast, Comcast,, and

Each year almost $30,000 in prizes are handed out to up-and-coming analytics talent from universities across the nation, including Northwestern (Kellogg), BYU, University of Utah, University of Texas-Austin, UC-Berkeley, Missouri, NYU, and many others. Through this program, Adobe has exposed thousands of students to the high-demand fields of digital marketing and analytics. Adobe has hired more than 20 students from this program over the years, and it has been a valuable recruiting pool for other companies and agencies looking for data-driven talent.

2015 student team prizes
1st place 2nd place 3rd Place 4th place 5th place 6th place
$15,000 $7,500 $3,000 $1,500 $600 $300

Faculty mentor prize

Each of the finalist mentors will receive a free pass to the annual Adobe Summit event in Las Vegas. In addition, the winning team’s mentor will receive an all-expense paid trip to the Adobe Summit.

What’s new this year?

Adobe is pleased to announce this year’s customer partner will be Starwood Hotels, one of the leading hotel and leisure companies in the world with more than 1,200 properties in some 100 countries. As a first for this competition, students will analyze mobile app data instead of website data. In addition, this year we’re asking all teams to have a designated faculty mentor. Adobe will cover now cover the travel costs of the faculty mentors whose teams qualify for the finale in Lehi, Utah.


How does the competition work?


At the beginning of the Adobe Analytics Challenge, we’ll have a one-hour kickoff web conference with Adobe and the customer partner (Starwood). You’ll receive an overview of the competition as well as information on the analysis project. You’ll have a couple of days to identify the team you will enter into the competition.

Registration & submission

Students can form teams of up to three students. You must pick a team name and have each individual complete the registration form on this site. Each individual will have to sign two non-disclosure agreements (one for Adobe and one for the customer partner). Once you’re registered, you’ll be given access to Adobe Analytics and the company’s data. Your team will be invited to join a two-hour live training session (optional but recommended). The training session will be recorded in case you have a scheduling conflict. You will have just over two weeks to analyze a company’s digital data in Adobe’s analytics tools and build a presentation for your analysis findings and recommendations. Your team will email the PPTX file to by the submission deadline. All of the submitted presentations will be screened and approximately 15-20 presentations will be selected for the first-round judging.

Semi-final judging

Each of the semi-finalists will be scheduled for a 20-minute web conference. Each team will have 10 minutes to present the slides they submitted to a panel of judges. For this round, the judges will be comprised of experienced analytics consultants. We expect all of the team members to present a portion of the presentation. You will have up to five minutes reserved for questions from the judges at the end. After the first-round judging is complete, the judges will choose up to six teams that qualify for the final round in Lehi, Utah. Typically, we will choose no more than two teams from the same school for the finale.

Final judging

Each of the finalists will be brought to Utah for the final round. Adobe will cover the flights and accommodation expenses of the finalist teams as well as their faculty mentor. The finalists will have the opportunity to modify their slides, and they will now have 15 minutes to present their findings and recommendations. The teams will have approximately five minutes at the end to answer questions. For this round, the group of judges will include representatives from the customer partner as well as other industry experts.

Key dates

Tuesday, Sept 22nd
1-hour kickoff presentation Presented via web conference on Adobe Connect at 9am MT (8am PT/ 11am ET). During this session for students and faculty mentors, you will learn more details about the competition. You will also hear from this year's corporate partner, Starwood Hotels, regarding their mobile app, business model, key business objectives, and KPls (Key Performance Indicators).
Thursday, Sept 24th (UPDATE: Now Wednesday, Sept 30th)
Registration deadline Interested participants will register online via our registration system, and read and agree to Starwood’s and Adobe’s non-disclosure agreements (NDA). UPDATE: This deadline has been extended until the end of the month (Sept 30th) to accommodate some schools with later semester starts. Access to the training, tools, and data will be made available after Sept. 24th as individuals are registered.
Friday, Sept 25th
2-hour live online training During the training, participants will receive an overview of our Adobe Analytics software provided by Adobe Training Services. It is strongly recommended that students have access to a computer with internet access during this training. This session will be recorded to allow students to review it at a later date if necessary.
Tuesday, Oct 13th
Team presentation deadline Slide presentations due by 12pm (noon) MST / 2pm ET. All participants will e-mail their PowerPoint slides to (no Keynote files please). Please use the following format for your PPTX file name: school acronym_team name (e.g., byu_thundercats.pptx). The team presentations will be screened and teams selected for the first round of judging will be announced on Friday, Oct. 16th.
Tuesday, Oct 19th - Oct 23th
First-round judging Adobe judges will hear presentations online via Adobe Connect and announce the finalist teams at the end of the week on Friday, Oct. 23rd.
Friday, Nov 6th
Finals Adobe will be flying out finalists to present their final presentations in front of a live audience at the Adobe Campus in Lehi, Utah. Winners will be announced and prizes will be awarded.