BIG wraps up another successful semester of student consulting

Yoo-Seong Song
Yoo-Seong Song, Associate Professor

This semester, students in the Business Intelligence Group (BIG), the student consultancy group associated with Associate Professor Yoo-Seong Song's Applied Business Research class (IS 514), worked with clients in the areas of facial recognition technology, digital healthcare, telemetry-based marketing automation, cybersecurity, and market entry strategy.

"We began the fall semester with some concerns, as all engagements would have to be done entirely online," said Song. "Having team meetings in person is an important part of any consulting projects, as it ensures deep discussion and recommendation building. Our teams, however, showed great flexibility and adaptability, and they successfully managed to create deliverables that exceeded our clients' expectations."

Feedback from clients was extremely positive, commending the students' professionalism, dedication, and communication skills as well as their ability to execute in-depth research offering valuable business insights. As described below by each team's project manager, clients included:

  • AGCO: BIG engaged with AGCO to build and test a marketing automation strategy using their telemetry and IoT data to enable their reach to the farmers and dealers, at the right time and with the right message. The project is focused on creating data-based automated email marketing campaigns using Salesforce Marketing Cloud Services and performing A/B Testing to enable customized, more time-efficient, and effective marketing campaigns for existing and potential customers of AGCO.
     
  • Client "V" (anonymous): The primary objective of this project was to conduct market research for the client to identify different vendors offering resolutions to fight ad fraud and analyze them based on various capabilities offered by these solutions. The secondary objective was to identify current and future trends in ad fraud along with the solutions offered.
     
  • BluePrint Lab: BIG conducted business research for facial recognition technology in the U.S., with special emphasis on the eyewear industry with respect to customization for virtual try-ons. The team at BIG analyzed the serviceable market in the domain and explored possible opportunities with partners, buyers, and venture capitalists. BIG also explored other potential markets with applications for the technology developed by the client and additionally surveyed the market for the effectiveness of the solution based on its usability, adaptability, and user review surveys that highlighted customer satisfaction.
     
  • CrowdDoing: The BIG team curated a market entry strategy for CrowdDoing, a nonprofit startup based in San Francisco, California. The strategy included, but was not limited to, market and product analysis, buyer persona and early adopters, researching for best-fit marketing and sales channels, and an in-depth web presence optimization plan. Our parallel focus was also to provide a go-to-market execution plan for the subscription box, including educational value proposition. A detailed step-by-step plan along with a roadmap and checklist was delivered to the client.
     
  • U2medtek: The primary objective of this project was to help U2medtek, a Korean medical diagnosis company, develop a robust strategy to enter the U.S. market with SinusView. The team at BIG performed market research analysis for sinusitis diagnosis in the U.S. The team further investigated the regulations and approvals mandated for every medical device manufacturer in the U.S. After a detailed study of the key players and trends in the current imaging market, the team delivered various sales channels that U2medtek can employ for their distribution. The team concluded by proving successful factors for U2medtek’s market entry and laid out a progressive blueprint to further their long-term goals.

"My experience has been unparalleled this semester, since I had the opportunity to work with international clients, Fortune 500 clients, and startups," said Rahul Ohri, who served as a senior manager. "Getting this exposure is crucial for students aiming to be leaders, since it is the closest we can get to a real-world consulting experience. BIG has shaped my future in a positive manner, and the experience has also helped me tremendously during my full-time job interviews."

"I'm very proud of our students' accomplishments this semester," said Song. "Our clients told me how they appreciated our students' well-constructed recommendations and analyses. Some clients will be back to work with us in the coming semester." 

Updated on
Backto the news archive

Related News

Cheng defends dissertation

Doctoral candidate Jessica Cheng successfully defended her dissertation, "Agreeing to Disagree: Applying a Logic-based Approach to Reconciling and Merging Multiple Taxonomies," on May 25. 

Jessica Cheng

Student award recipients announced

Each year, the School of Information Sciences recognizes a group of outstanding students for their achievement in academics as well as a number of attributes that contribute to professional success. Congratulations to this year's honorees!

Alma with cap

Brooks presents keynote at West African conference

Ian Brooks, iSchool research scientist and director of the Center for Health Informatics (CHI), gave a keynote talk at the West Africa Conference on Digital Public Goods and Cybersecurity, which was held on May 9-10 in Freetown, Sierra Leone. The conference focused on bridging the gender gap in digital public goods and cybersecurity spaces in Africa.

Ian Brooks

New project to help identify and predict insider threats

Insider threats are one of the top security concerns facing large organizations. Current and former employees, business partners, contractors—anyone with the right level of access to a company’s data—can pose a threat. The incidence of insider threats has increased in recent years, at a significant cost to companies. Associate Professor Jingrui He is addressing this problem in a new project that seeks to detect and predict insider threats. She has been awarded a three-year, $200,000 grant from the C3.ai Digital Transformation Institute for her project, "Multi-Facet Rare Event Modeling of Adaptive Insider Threats."

Jingrui He

iSchool students present their research at Urbana City Council meeting

At the Urbana City Council meeting on May 9, students in the Community Data (IS 594) course presented their research on how communities are reducing gun violence. According to their instructor Chamee Yang, postdoctoral research associate with the iSchool, Community Data Clinic, and Just Infrastructures Initiative, the new course was designed as an experiential learning opportunity with a community engagement component, where students could gain research experience with real-world implications. Throughout the Spring 2022 semester, students worked in groups to explore community-driven approaches to prevent gun violence.

Chamee Yang, Sarah Unruh, and Gowri Balasubramaniam