Postgraduate students from the School of Business and Management at Royal Holloway, University of London, recently had the opportunity to participate in the SAS Digital Challenge 2024. Spending the day at SAS UK HQ, students were given the opportunity to work on a crucial social cause, conceiving innovative solutions that could change the face of global healthcare.

For the 2024 Digital Challenge SAS, a data analytics company, teamed up with ViiV Healthcare, a pharmaceutical company specialising in the treatment of HIV/Aids, to offer some of our postgraduate students the chance to work on a live business challenge. Students spent the day collaborating with each other and interacting with experts, as they used technology and data to conceive solutions in response to a critical societal issue impacting the health and wellbeing of young women and children in Western Kenya. 

MSc Digital Marketing and MSc Business Analytics students spent the day at SAS UK’s headquarters in Marlow, Buckinghamshire. Working on a 'live' business issue they used their intellect, knowledge and creativity, to suggest innovative solutions that will create lasting impact on a global healthcare concern. Divided into cross-disciplinary teams, they started the day being briefed on the business issue and were provided with the full details of what the challenge entailed, before being let lose to work through the project. Using the data available, their main goal was to create a communication program to raise awareness and knowledge among young women in Kenya about the issue of HIV transmission and the healthcare available. The day culminated with the teams presenting their ideas in front of a ‘Dragon’s Den’ style judging panel, who then chose and announced the winning team. 

Throughout the day the students benefited from the knowledge and experience of representatives from both SAS and Viiv Healthcare, connecting and networking with company representatives, consultants, and data scientists. The opportunity to gain insights from these professionals and work with real world data allowed the students to gain invaluable experience for their future roles and careers. 

Completed in just a single day, the Digital Challenge saw the students working under pressure to complete the task assigned to them before the deadline. Rising to the challenge our students were able to exploit their talent and dedication, showcasing the qualities of innovation and social impact actively fostered at Royal Holloway, and are a testament to our community’s potential to change the world. Of particular note

• Our students designed a communication program to raise awareness about testing, treatment and care, which is critical to improving healthcare across the region.
• They also created posters to communicate their message to the judges. Despite the challenge of never having perfect data, our students made informed decisions using the best available data to support their designs, showing great adaptability and critical thinking.
• A special mention to their vlogs, which showcased an understanding of the challenges faced by these young women, bringing their stories to the forefront in a powerful and empathetic way.

As Director of Business Value at SAS, Rob McManus remarked” It is always a pleasure to share thoughts and experience with the younger generation - yesterday’s cohort were a very impressive bunch.” 

Congratulations go to the winning team: 

• Ching Hsiang Fang (MSc Digital Marketing, Royal Holloway)
• Vanshita Kabra (MSc Digital Marketing, Royal Holloway)
• Menahil Khan (MSc Digital Marketing, Royal Holloway)
• Dinesh Lakhani (MSc Digital Marketing, Royal Holloway)
• Sushant Thapa Magar (MSc Business Analytics, Royal Holloway)
• Aarzin Todiwala (MSc Business Analytics, Royal Holloway)
• Anne Okwuzi (University of Warwick & current participant SAS academic programme)

Reflecting on the experience of the day, the students were all glad to have taken part and were thankful to be given the chance to work on this type of project:

• “I am so happy I had the opportunity to take part in this challenge. I learnt a great deal and made amazing connections.”
• “It was a fun, exciting and challenging day. I’m grateful to have this opportunity to be part of a meaningful initiative.”
• “It was an incredible experience showcasing our skills and expertise in the digital realm, alongside some of the brightest minds in the field. I want to extend my heartfelt gratitude to our Royal Holloway, University of London for organising this enriching opportunity. From start to finish, it was a seamlessly organised trip, allowing us to not only compete but also immerse ourselves in the vibrant atmosphere of SAS. The energy and camaraderie among fellow participants truly made the day unforgettable.”
• “This experience taught me the true power of data in addressing urgent health challenges. Let’s continue to push boundaries and create a healthier future for young women in Kenya.”
• “This was an incredible opportunity to collaborate with brilliant minds and develop impactful strategies. Huge thanks to SAS, Dr Anabel Gutierrez and Royal Holloway, University of London for making this possible!”

Thanks to for organising this event! Anabel Gutierrez's collaborations span beyond academia to include partnerships with numerous companies. She has led SAS-Universities collaboration over the last 10 years, pioneering advancements in data analytics education.

If you would like to join in a similar collaboration, please contact her at Anabel.GutierrezMendoza@rhul.ac.uk