Burger King: Fresh ideas from EDHEC’s MSc in Data Analytics & Artificial Intelligence

Burger King and Sutter Mills (now Accenture) gave the 2019–2020 MSc in Data Analytics & Artificial Intelligence students one mission: to use ‘activate a multinational’s data to prevent churn’, using data.

Business ready 

For companies such as Accenture, the key reason for giving business-school students a case study is to identify students with recruitment potential. “After completing this challenge, the students are ready to work and understand the challenges of machine learning, data science, and cloud platforms,” says Ulysse Lirsac, external lecturer, data consultant, and EDHEC Business School alumnus. “They are business-ready.”

A new take on a business issue

Burger King chose to outsource a top of strategic value that it did not have time to tackle internally. The top three student groups presented their results directly to a delighted Burger King marketing team: “The EDHEC students gave us a ‘new’ perspective on how to deal with the issue of churn, giving us relevant input (different and complementary approaches). The results are a good basis to work on, in order to implement their findings.”

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