This document outlines a mobile data visualization hackathon called "A Day in the Life of a Smartphone". The goal is to help marketers understand mobile usage by visualizing how people interact with their phones. Teams will use anonymized mobile data sets to create interactive visualizations, which will be judged on understanding, originality, style, and presentation. The top 10 teams will present their visualizations for prizes. The hackathon runs over two days, with data sets and guidelines provided for participants to analyze mobile clickstreams, profiles, and usage patterns.

1. 1
MOBILE DATA VISUALIZATION
HACKATHON: “A DAY IN THE LIFE
OF A SMARTPHONE”

2. 2 Why is mobile so important?
South East Asia
registered 421m
unique browsers
in the latest
month
That’s 140m
unique mobile
devices going to
leading local
publishers

3. 3 How are advertisers responding?
Source: StartApp

4. 4
12% of media time attracting just
3% of ad spend

5. 5 Marketing Challenges
• Strong CTR, but with high ‘accidental clicks’
• Demand lagging supply
• Brand impacts beyond the click
• Understanding user profiles and journeys
• Multi screen interactions
• Mobile is a personal space

6. 6

7. 7
The world in the palm of our hands
• Location based services & beacons
• In-store and outdoor wi-fi tracking
• Near field communication (NFC)
• Opt-in
• Action/intent driven
• Mobile wallet to close the loop
• Loyalty & CRM integration

8. 8
Our objective
 To help marketers understand the mobile space
in more detail
 By visualizing how people interact with the
world through their phones
 Using two leading big data datasets

9. 9 What Is The Mobile Data Hackathon?
Creating interactive visualizations on mobile data
usage that will help us understand how people use
their mobile
1. Bring your own laptop, tools and develop on any platform
2. Datasets supplied by Tune Talk & EM. Required to use at least one
dataset from Tune Talk or EM. Free to use other datasets like Google
Maps, etc.
3. Max 4 pax per team. Encouraged to form teams of 4
4. Open to anyone from any background

10. 10 The Prizes

11. 11
Visualization Judging Criteria
1. Understanding: effective communication,
making sense of the issue
2. Originality: approach & design innovation
3. Style: compelling aesthetics
4. Presentation skills
5. Pitching teamwork

12. 12
Our Panel of Judges
 Phil Tan, Country Marketing Manager, Dell
 William Tan, Head of Enterprise Solution, Dell
 Nelleisa Omar, Marketing Manager – Digital, Tune
Talk
 Tom Hogg, Commercial Director, Malaysia,
Singapore & Thailand, Effective Measure

13. 13 Datasets From Effective Measure
clickstream.csv
profile.csv
lookup.csv

14. 14 Datasets From Tune Talk

15. 15 Mobile Data Hackathon Agenda
Programme Venue
6 Dec 2014
10.00 am –
10.10 am
Intro and welcome by Tom Hogg,
Commercial Director, Malaysia,
Singapore & Thailand, Effective
Measure
Auditorium
10.10 am –
10.30 am
Explanation of the datasets,
hackathon rules & guidelines,
Q&A by Tune Talk, Effective
Measure & MDeC
Auditorium
10.30 am –
11.30 am
Ice-breaking & team formation Auditorium
11.30 am –
11.59 pm
*** Hackathon *** Level 7 & 8 (anywhere), KDC
12 noon Lunch Level 8 North Wing, KDC
3.30 pm Tea Break Level 8 North Wing, KDC
6.30 pm Dinner Level 8 North Wing, KDC
10.00 pm Supper Level 8 North Wing, KDC

16. 16
Mobile Data Hackathon Agenda
Programme Venue
7 Dec 2014
12 midnight
– 10.00 am
*** Hackathon *** Level 7 & 8 (anywhere), KDC
8.00 am Breakfast Level 8 North Wing, KDC
10.30 am –
Team presentations, judging
12 noon
and selection of 10 finalists
Level 8 (Citrine and Emerald
rooms), KDC
12 noon Lunch Level 8 North Wing, KDC
1.00 pm –
Presentation by the 10 finalists Auditorium
3.00pm
3.00 pm –
4.00 pm
High-tea, announcement of
winners
Auditorium

17. 17
Mobile Data Hackathon: Important Notes
1. Download dataset zip file from:
2. If you have joined another team, use ONLY 1 TEAM ID for your pitching
slot
3. Complete your Team Identifier Sheet
4. Book your pitching slot before 6.00 PM. Fill in the form at Sapphire Room,
Level 8

18. 18
Housekeeping Rules
 Both 7th and 8th floors are available for the participants
 Agenda will be posted everywhere and organizers will strictly
adhere to the schedule
 Find your own comfortable spot to sleep or work
 Keep ALL rooms CLEAN and put back everything in their
original positions
 Please DO NOT take anything that doesn’t belong to you
 Please be CONSIDERATE of others – i.e. toiletries, cups, F&B

19. 19
Housekeeping Rules
 Throw garbage into bins
 Keep the washrooms clean
 Contact Marshall(s) on duty if there are any
emergencies. They will be walking around or resting
at Sapphire Room, Level 8
 Be properly attired
 Treat others as you want to be treated

20. 20
Hackathon Rules
 Participants are encouraged to form a team of 4, there
will be a 1-hour ice-breaking session. Register your
team
 Datasets is provided for use in contest only. You may not
post or redistribute it, or use it for purposes other than
the contest. Delete them once the hackathon is over
 1st round of judging: 3-min pitch. Selection of 10 teams
 Final round of judging: 5-min pitch

21. 21
Q&A

22. 22
ALL THE BEST TO EVERYONE!
A MALAYSIAN BIG DATA ANALYTICS INITIATIVE
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