We had an two hour training and that was enough to kick us into the software. You can learn PowerPoint in two hours, but you don’t expect to do that for a software that can go so deep with the data. It’s amazing. — Rodrigo Perez, University of Utah

The biggest lesson I learned was the true power of data analytics. If you can anticipate what consumers are going to do, that’s the most powerful tool and an incredible power. — Bryant Baird, Utah, 2016 winner

The competition was a lot of work, but it really was a lot of fun. I would definitely say it has been one of the most valuable experiences of my MBA thus far. It provided great exposure to a variety of important experiences: working closely with a team, data analysis, business strategy, marketing, and persuasive presentation, to name a few. Because we were using a real data set, the whole experience felt very authentic, not at all artificial like some case competitions feel. — Robert Haws, BYU, 2015 winner

We had the opportunity not only to learn about cutting-edge web analytics tools offered by Adobe, but also to apply these tools to solve real-world problems for Lenovo. Through the experience, we learned about the immense power of data and how it can help achieve strategic business objectives. — Yajur Kapoor, Kellogg, 2014 winner

The (Adobe Analytics Challenge) competition was so valuable to me because it offered me exposure to #1. web analytics and data mining, #2. the Adobe Analytics product base, and #3. a large data set from a Fortune 500 company (that’s essentially impossible to find) with which to practice web analytics and data mining. The combination of those three things is impossible to find in any of the MBA classes I’m aware of. — Daniel Conger, BYU, 2014 finalist

Challenging and exciting topic, interesting client, amazing people, perfect organization and a great learning opportunity, I couldn't have asked for anything better from the (Adobe Analytics Challenge) experience. — Nathalie Rollandin, Kellogg, 2013 finalist

I thought it was a great experience! The assignment, working with Wired.com data was really fun and interesting. It was a great opportunity to get some hands on experience, learn more about online optimization and use the Adobe tools. Michela Wilde, Kellogg, 2013 finalist